Abercrombie & Fitch Co., the global retailer of casual luxury apparels and accessories under the Abercrombie and Fitch, Hollister and Abercrombie Kids labels, has announced to open first prototype and second full-price UK store.
The upcoming store, to be inaugurated in August this year, will have innovative fitting rooms with thoughtful amenities designed to enhance the customer’s mood. The store spread over an area of 5,554 square feet will be located at Manchester’s Intu Trafford Centre.
The retailer zeroed on Intu Trafford Centre for its second store and first prototype in the UK as it is located in Manchester as it is a young, vibrant and fashion-forward city.
Separate controls for light and music, as well as a phone charging dock, will also be there in the fitting rooms of the upcoming store. A large group of friends and families can be accommodated at select fitting rooms act as it will work as private suites.
The clothing brand has already opened seven prototype stores since the launch of the concept in February 2017. At these prototype stores customers feel more personal and relaxing.
For a quicker and more accessible checkout experience, cash wraps will be placed throughout the space.
Stacia Andersen, Brand President of Abercrombie & Fitch and Abercrombie Kids, said, “Stores serve as a vital gateway for us to engage with our customer, and their design is a key element of delivering a seamless, customer experience, across all our platforms.”
Notably, the year 2017 had been a tough one for the fashion brand when it shuttered approximately 40 stores. It has already announced the closure of 60 Abercrombie and Hollister stores this year, in a bid to improve its financial standing.
The retailer expects the new store concept to attract more consumer and thereby increase its physical retail sales.
