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Abercrombie and Fitch Grows Up
6 November 2017

Abercrombie and Fitch Grows Up

Our designer Natasha Nasveld reported back on the new version from her visit to Century City Mall in LA. It’s brighter and more inclusive- no thumping bass, no heady perfume, no shirtless staff members. The merchandise is more classic and less brand-y. If all this sounds worthy but a tad boring, A & F, as they now call themselves, have  put all the fun into the dressing rooms. These are now suites where friends can go in together to try things on. The customer is in full control of the environment and can adjust the music and lights to their taste and mood. There’s a phone charging station (so there’s no excuse not to take selfies) and on-demand assistance. 

And talking of assistance, store staff are now actually trained in customer service- it’s no longer enough for them just to have great abs 

It’s a great example of tailoring an experience to a new generation of customers that cares less about brands and more about experience. Personal service and the dressing room overhaul are just part of this. But the element of the customer controlling this experience is where it becomes New Retail. 

 Gary McCartney

Gary McCartney
6 November 2017
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