• Kathy Copcutt

Abercrombie & Fitch New Look and Fall 2017!


Recently I was invited to view Abercrombie & Fitch Fall 2017 and I fell in love with the brand all over again. The fall collection has pieces that will absolutely become staple items in your closet, comfortable, stylish and functional. There “Made for Love” collaboration is beautiful and here for a short time. It’s a limited edition collection partnership with the Trevor Project. The Trevor Project is the leading U.S organization providing crisis intervention and suicide prevention services to the LGBTQ youth.

In the last 20 + months, A&F has installed new management, including Stacia Andersen, whom was appointed president of Abercrombie & Fitch and Abercrombie Kids in May 2016. There are also new designers and the retailer that were sought out to reset the image while upgrading the collections with layering pieces, improved fits and higher-quality fabrics targeting those in their 20s, rather than the teen focus of before.

Along with reshaping their collections they will be rolling out new store prototypes. “The new Abercrombie & Fitch store design illustrates a strong brand, with a rich history that is evolving and moving forward,” said MJ Sagan, the architect on the project. “A cohesive material palette, an elevated collection and residential scale elements enhance the personal, more intimate aspect of the A&F shopping experience.” From the images I’ve see at Polaris Fashion Mall in Columbus, Ohio, the store is sleek, sexy and inviting. Another thing they’ve done which all moms will find glorious and safe to shop with our little one in the strollers, the music is turned way down! Thank you Abercrombie & Fitch, this is huge for moms, win win, we can walk in and shop knowing our kiddos can sleep peacefully.

The storefront features a metal sculpture of an A&F logo first used in the early 1900s. But the most striking feature is just past the entrance — a 36-foot concrete runway with 40 mannequins. Since the front of the store is open, without any windows, the runway is a visual-merchandising alternative and an eye-catching invitation to enter. “It’s very long and intended to be very dramatic,” Andersen said. “The reason we put the platform down the middle of the store is that our customer loves to see different ways to mix and match.” Reminds me of a fashion show, all the must have pieces are front and center. No more guessing what’s hot and what needs to be put together. Andersen characterized the prototype as “warm, inviting, inclusive and open” to attract back customers who might have shopped regularly as teenagers, as well as new ones.I for one will be shopping and my first item, their baseball cap in red, now that’s a summer must have, a girl has start from somewhere!

Just a brief background on A&F. Abercrombie & Fitch Co. is the leading, global specialty retailer of apparel and accessories for Men, Women and Kids through three renowned brands. The iconic Abercrombie & Fitch brand embodies American casual luxury. With an updated attitude that reflects the character, charisma and confidence of today's 20+ consumer, Abercrombie & Fitch remains true to its 125-year heritage of creating expertly crafted products with an effortless, American style. The Hollister brand epitomizes the liberating and carefree spirit of the endless California summer for the teen market. abercrombie kids creates smart, playful apparel for children ages 3-14, celebrating the wide-eyed wonder of childhood. The brands share a commitment to offering products of enduring quality and exceptional comfort that allow consumers around the world to express their own individuality and style.

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