Retail Detail. Abercrombie Quick to Set Up Hollister’s N.Y. Flagship

June 24, 2009 • Shopping


Still smarting in their board shorts and logo tees from suffering abysmal sales, stock plunges, and store closings, retailer Abercrombie & Fitch has decided to put forth it's best efforts to try and stay in the game. The newest venture includes the opening of the first Hollister store—another label under the A&F brand—in Manahattan, with the company undergoing what WWD calls, "aggressive marketing" to promote it.

The cabana-themed store is already being branded as “The Epic Hollister Store", though it will feature the same inventory of—what else?—tragically preppy, tween-themed apparel that A&F and recently closed down Ruehl also supplied. The preparation for the new store includes other components similar to the A&F brand such as current castings for the (cue eye roll) "coolest, best looking" store models for their cutesy ad campaigns, and a recently launched promotional website. The site, called, is separate
from the retail Hollister site and features electronic
postcards, directions to the SoHo flagship, a short film with computer
graphics of the flagship, and a ticker that counts down the time
remaining until the opening.

Swimwear ad for Hollister

The store opening is the first in a trend that Abercrombie is hoping will jump start their sagging sales. The reaction of the Manhattan flagship will determine the pace of A&F’s
strategy to open flagships around the world in capitals and major
cities. European openings so far include the launch of an Abercrombie &
Fitch flagship in Milan this past October. A&F openings in Asia include an
11-story Abercrombie & Fitch site in Tokyo’s Ginza
that debuted last year. With all their plans for expansion getting underway, we can only hope the brand will be more mindful and sensitive of their target demographic. Lawsuits have recently surfaced, blasting the company for discrimination against both customers and employees.

Article Source: WWD
Photo Source: graphicshunt

-Alia Rajput

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