When you think of young, trendy, casual fashion, what comes to mind? Would it be booming music, an attractive sales force and an air of pure, cool, exuberance? We think so, and so do Abercrombie & Fitch.
Abercrombie & Fitch, and their sister brand Hollister, have managed to recreate a cool, trendy world in all of their stores that their target market would love to be a part of. With their retailtainment package, it’s easy to see why customers would keep on coming back…
Before you even approach the store, the casual mood hits you. As you’re drawn in through the entrance way, the air becomes dark and mysterious. Winding your way around the old mahogany tavern style space, it’s hard not to be absorbed into the ultra-cool lifestyle Abercrombie embodies.
With the booming music and in store plants you get the overall feel of a Californian beachside bar; a true reflection on the brand identity. As if the senses weren’t overloaded enough, the stores are scattered with half-naked greeters that have a striking resemblance to a team a lifeguards. That’s got to be reason enough to get you through the doors!
Abercrombie’s use of retailtainment projects a clear reflection of the brand identity and personality into their stores. Customers are not just walking through the doors to stock up on their Abercrombie fave’s, they’re there to experience the culture that embodies the brand. You really do feel a part of that cool, casual, Californian lifestyle.
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