Abercrombie & Fitch Land in London

 

To welcome the very first customers A&F models were waiting in the reception hall. Dressed in the brands clothes one held a Polaroid camera while the other two, half naked, posed for photos with every customer. Wow, what a start to a Thursday morning! Although I have to disappoint you, this won’t happen every day. Never mind, as the average customer appeared to be very attractive as well.

 

 

 

It took 18 months to renovate the almost 300 year-old building. And yes, it was worth it; the interior is quite impressive, not only did architectural features remain from every era the building has been through, but the store intentionally feels like a VIP club. Techno music pumps out of the speakers while a gallery gives a great overall view, the rooms are shaded with spotlights on the clothes. A massive moose head is hanging over the till, a huge statue stands somewhere in the labyrinth of the shop and paintings of men decorate the high walls around the original staircase.

 

 

 

 

Mike Jeffries, Chairman and CEO of Abercrombie & Fitch commented, “We are thrilled by the opening of the London store, which will truly become a worldwide flagship. Its location in one of the most historic districts in the retail world will provide an extraordinary showcase for the Abercrombie & Fitch brand.”

 

 

Well, what did the customers say? Here are some reactions:

 

 

Man carrying a pile of shorts: “I love to shop at Abercrombie & Fitch. I previously bought my outfits when I was in the States. Although the clothes are bit more expensive here, it’s still great. I’m going on a holiday tomorrow, so I’ve stocked up on some shorts and tops / t-shirts.” “Some” is an understatement – if everyone carried as much to the counter as he did the store would be empty over night.

 

 

 

 

Shop assistant Robert agrees, “It’s been very busy. In the morning people were queuing in the rain in front of the shop. I wouldn’t be surprised to sell out of everything in the same day.”

 

 

Two guys who heard about the shop opening on the bus were slightly less excited. “The shop is quite hidden – it took us a while to find it. And the prices are relatively high as well.”

 

 

The store is selling both men and women’s collections. An outfit (shorts, t-shirt and flip-flops) is available for around £100. For those interested in the kid’s collection we strongly recommend the US online shop as the children’s range isn’t stocked in the London store.

 

                                                                                                           

Outside was a group of girls who all happily spent some money in the shop: “There’s really nothing to complain about. We’re just in London for a visit, but no doubt we’re coming back!”

 

 

 

 

Robert, the shop assistant, further commented, “We were planning this event for over a year and we are really excited. Over 200 people are working here at the opening, basically all the staff. The popularity of Abercrombie & Fitch in Europe is great – I think it was time to enter Europe.” Something I have to totally agree with!

 

 

Since it was established in 1892 Abercrombie & Fitch has become one of the original American brands – among their customers are former presidents Roosevelt, Eisenhower and Kennedy along with legendary writer Ernest Hemingway. The brands aim is to attract a new generation of spirited clientele in the UK. The first day appeared to be a huge success. Combining quality with tradition – is what Abercrombie & Fitch are all about!

 

 

Visit the store at 7 Burlington Gardens. Or go to www.uk.abercrombie.com and shop online.

 

 

Many thanks to Abercrombie & Fitch for the pictures.

 

 

By Christa Catharina Muller

miafash1on@hotmail.com