Retail Safari (part 2) – Abercrombie & Fitch
Abercrombie & Fitch was real surprise. I had read about it being dark and like a gay techno club but even so it was such a surprise. From the semi-naked chaps welcoming us in, to the nightclub atmosphere with the only illumination mainly being on the products with a few spotlights. I’d also read somewhere about the staff being too beautiful to talk to us customers but that didn’t really seem to be the case. Not much was being sold when we were there but we’d seen plenty of people, particularly teenage girls with A&F bags when we were on the way there and there was a short queue for the fitting rooms. In fact that’s how we found the store by following the shopping bags.
What I think is very enjoyable is when a brand shocks you in some way. I assumed we’d be in a Long Island, Hamptons type of environment, big skies and pale colours as you see on their website but that’s not at all the case. Dark wood and dark grey painted walls, sculptures and paintings created a much more vibrant and exciting atmosphere. The shelves were stacked high with product and big glass cases were staffed with the (smiling) beautiful people behind them, shades of the sweet shop in Willy Wonka and the Chocolate Factory (Gene Wilder version). There were also plenty of spaces to walk around, similar in a way to Asprey but without the breadth of product, so plenty to explore giving it even more of that nightclub atmosphere.
We’re back to London in a week or two and I think another visit may well be in order.
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