Each brand within Abercrombie & Fitch Co. prides itself in its unique store experience. “Because it spends little on external advertising, the company depends upon the store experience to help define the brand” (Wikipedia). The company strictly regulates the store environment in an effort to provide a consistent, pleasureful experience for customers in a manner that can be replicated in each store. Key factors of the specific in-store experience include visual presentation, music, and fragrance.
The company also specifies in painstaking detail how lighting, layout, visual displays, marketing, and fixtures are to be placed and used in every store. Each store is spritzed hourly with men’s cologne in order to ensure a pleasant sensory experience. Merchandising is managed in a similar fashion. Every week, each store is sent a booklet-often over 100 pages long-detailing the exact specifications for placing merchandise on the sale floor. Older merchandise is shuffled around to provide a different presentation for frequent customers each time they enter the store, while new items are generally placed out in the front rooms for display.
Apparel is laid out so that customers can feel the fabrics, contributing to the sensory experience offered in-store (“Brands,” Abercrombie & Fitch Co. ) (Wikipedia). (Abercrombie Kids) “The aspirations of youth are brought to life by abercrombie. Distinctly cool and inspired by A&F, abercrombie is a classic American lifestyle store for boys and girls ages 7-14. From after-school soccer to weekend sleepovers, the coolest kids in school have their own style… abercrombie style. The abercrombie kids are popular and mischievous, they play sports, hang with their friends and pass notes to secret crushes.
They want to be like their older sibling, and everyone else in school wants to be like them” (“Brands”, Abercrombie & Fitch Co. ). There are 164 abercrombie stores today. The store setup resembles the parent brand, Abercrombie & Fitch, with black hardwood floors, white and grey painted walls, and loud, techno/dance/pop music (Wikipedia). (Hollister Co. ) “Inspired by the sun-drenched spirit of California, and the surf and soul of the Pacific Ocean, Hollister is a laid-back, aspirational lifestyle destination for guys and girls aged 14-18.
West Coast attitude and colorful sportswear inspired by a life near the beach create a sexy pacific vibe perfect for the coolest kids in every high school. The Hollister kids. Beautiful, carefree and undeniably popular, they are admired and adored by every one of their peers, they are the epitome of California cool” (“Brands,” Abercrombie & Fitch Co. ).
There are 357 Hollister Co. stores today. Each Hollister Co. store has a surfing lodge theme: beach-front shack faiade, dim lighting, surfboards, inner lounge with surfing magazines, rustic and mismatched furniture, a California and American flag, and loud, alternative music. Hollister Co. is the best selling chain of the whole company (Wikipedia). (Abercrombie & Fitch) “Rooted in East Coast traditions and an Ivy League heritage, Abercrombie & Fitch is an aspirational men’s and women’s destination for the 18-22 year old active campus lifestyle. Authentic vintage inspired sportswear and sexy effortless style combine to create a signature American brand with timeless appeal.
Idolized and revered across campus, the A&F customer is a confident, classically stylish individual” (“Brands,” Abercrombie & Fitch Co. ). There are 354 Abercrombie & Fitch stores today. Abercrombie & Fitch stores are infamous for their shuttered windows, loud, techno music, young, attractive sales associates, large photographs of nearly naked models, and intoxicating aroma. The stores are decorated with wooden floors and painted gray walls, a moose head graces the cash wrap, leather furniture, large faux plants, and a large canoe hangs from the ceiling.
(RUEHL 925) “The merchandise is a mix of business casual and trend fashion created to appeal to the modern-minded, post college customer. The Ruehl concept is branded out of New York City’s Greenwich Village and is displayed in the high quality clothing, leather goods, and lifestyle accessories. The store structure is a West Village apartment and is highlighted by fine furniture, dim lights, and modern art” (“Brands,” Abercrombie & Fitch Co. ). There are 10 Ruehl 925 stores today.
The store resembles a brownstone with antique windows, iron fencing, and even a sidewalk in the front of the store. Concept 5 Concept 5 is an upcoming new proposed brand from Abercrombie & Fitch. It is virtually unknown and unconfirmed of what the store’s retail will be. Rumored Brands include: a lingerie store to complete with American Eagle Outfitters’ new intimate apparel store aerie and Victoria’s Secret, a fragrance store featuring the fragrances from A&F Brands, an “Abercrombie Baby”, clothing for infants and toddlers, or another name brand for ages after RUEHL 925 (30-50 years).
(Wikipedia) Merchandise & Price Ranges All of Abercrombie & Fitch’s brands’ merchandise is sold in retail stores, catalogs, and online. Each unique lifestyle brand represents the same high standards that bring together their superior quality, durability, and classic comfort in an unparalleled range of detailed clothing and accessories. Using only the finest materials from around the globe, their products are sure to fit, look, and feel undeniably vintage.
Abercrombie & Fitch’s price points are relatively higher than that of its direct competition. Abercrombie kids and Hollister Co. clothing and accessories are comparatively within the same price ranges. Abercrombie & Fitch is about 10-15% higher than both abercrombie and Hollister Co. Price points at RUEHL are 30% higher than at Abercrombie & Fitch.
Merchandise offered through Abercrombie & Fitch’s brands include: Men’s and Boy’s fleece (full-zip and pullover), henleys, crewnecks, polos (long and short sleeved), classic shirts, graphic tees (heritage, logo, and humor), classic sweaters, outerwear (classic and denim), jeans, fleece pants, classic pants, classic shorts, loungewear, cologne, knit caps, baseball caps, jewelry (necklaces and bracelets), belts, flaps/treads, Women’s and Girl’s fleece (full-zip, pullover, and faux fur), long sleeve knits, sweaters (classic and cashmere), tanks, camis, classic shirts, graphic tees (logo, humor, and heritage), outerwear (vests, denim, and classic), active pants, shorts (lounge and classic), classic pants, denim skirts, leggings, legwarmers, sleepwear, scarves, totes, fragrance, belts (woven and classic), and flip flops. Only RUEHL 925 offers an exclusive leather goods line of luggage, handbags, purses, wallets, and tote bags.