“The new way of selling clothes seems to be not wearing them.”(quoted from The Daily Mail)
I took this photo when I stopped by the Abercrombie & Fitch store in London some time ago just so that you can literally see what I mean.
This is the very first Abercrombie & Fitch store in Europe, which opened in May this year, and it instantly became an attraction.
I have very mixed feelings about it. I do like the clothes. They fit me very well, and the fabrics seem reasonably good. But that’s about all that I feel positive about the store.
Bizarrely, the store does not have any sign or any display window. As I was approaching the front entrance for the first time, I wasn’t entirely sure if this was Abercrombie & Fitch. I was relatively certain that it was, judging by the two preppy “doormen”. (I knew the brand’s image and reputation, but still, why were they there?) But it looked like the store was having a private press event, with very loud music pumping out from inside.
I saw some customers coming out with the A&F bags. Then I decided to just head in anyway (and walked past the mannequin who apparently forgot his shirt).
Inside, it felt like a club. For a clothing store, the lighting was too dark and the music was almost unbearably loud. (One of my friends told me that, while in the shop, he felt like ordering a gin & tonic from the staff.)
The shop staff, both boys and girls, were probably the most attractive group of sales assistants I had ever seen. Later I found that their proper job title is “in-store models“. No wonder. They certainly look modely…
Everything is pricey. A short-sleeved T-shirt costs 30 pounds (about 60 USD). I liked it when I tried it on, but I am not going to pay this amount of money just on a T-shirt.
Also, the Abercrombie & Fitch store is located at the southern end of Savile Row, the heart of the finest British bespoke tailoring. This is where a couple of my all-time favorite shops are, and I perfectly understand why they don’t like a mass-market chain store next to them.
Abercrombie & Fitch has certainly made its first store in Europe a shopper’s destination, but I am not sure they did it in the right way.
I would like to go on a bit more, but each thing I have mentioned had been written in much greater detail. If you are interested, I have selected some very relevant articles for you to enjoy.
On their criticized hiring policies – from (UK’s) The Daily Mail (This is by far the most interesting article I have come across regrading the launch of Abercrombie & Fitch in the UK. If you are not going to browse through all the articles, do read this one to find out what it is like to work in Abercrombie & Fitch as an “in-store model”.
“The company told us it was an equal opportunity employer. Funny, because all its visible staff are young and beautiful.”
On the huge mark-up in the UK – from (UK’s) Evening Standard
“I was horrified that British teenagers are being expected to pay almost double the price of their American counterparts.”
On the impact of Savile Row – from Shopping Centers Today
“Exploiting the Savile Row name to attract high-paying retailers and businesses at the cost of this world-esteemed industry is shortsighted.”
Related Posts:
Zac Posen Spring & Summer 2008 Ready-to-Wear Collection
(one of my recent favorites)
The Marc Jacobs Boutique
(the first one in the UK)
The Jimmy Choo / Marks & Spencer Lawsuit
(What is your take on this?)
{ 8 comments… read them below or add one }
PJ,
We’ve already discussed this in great detail but this deserves a re-mention!
I couldn’t agree more that the music is overbearingly loud! I loved your friend’s comment about ordering a drink! Quite fitting I’d say!
The prices scare the bejesus out of me as they are far cheaper US side but I guess that goes for everything as your VAT and prices are downright obscene! I believe VAT is 17%-32% at the moment which is just too mindboggling for me to wrap my brain around! Ours is 8%!!! As much as I adore shopping when I’m in the UK I have to lay the ground work for being a “smart shopper” while in London! Because everytime I go I could do some major damage but I try hard to remind myself that the prices are a bit too over my budget!
The general idea of paying $60 for a shirt when you can get it for $30 seems just downright wrong!
I love the clothing at A&F (although a majority of it is made for a slimmer person) and the general atmosphere sure is hip but mostly I can’t concentrate in a shop like this! I like a more relaxed enviroment!
If I wanted to go to a club I’d do so ;-)
I guess I’m either getting too old to appreciation this enviroment or it really is geared towards a younger person!
Great entry!
Hello The Muse,
Thank you for sharing your view here!
Indeed, our VAT is much higher (17.5%), which automatically makes things more expensive.
I think some Boots skincare products are actually a little cheaper in the US. I am not happy…
In terms of prices, GAP is the same here. I think their things are almost twice as expensive here as well.
Overall, I have learned to be very controlled when I shop. Well, I have to…:(
Thanks again for commenting! :)
Hey PJ!
You’re most welcome!
17% is insane. I believe it’s 32% on electronics isn’t it?
I’ve been to see the Boots line at targets and it is cheaper than your side but I never really took note of whether it’s imported or made here in the States.
If it’s imported and cheaper that just stinks! However, if it’s made here in the states and is cheaper the possibility of getting an inferior product becomes a problem!
I’ve become quite a “smart” shopper when visiting your end of the pond. I refrain from jumping as I normally do. You’re actually forced to be a bit more frugal because of the increase in cost!
Sad :(
Hello The Muse,
The VAT for the UK is 17.5% across the board, expect for things like books and children’s clothing which have a reduced or 0% VAT.
I am aware that sometimes, imported (skincare) products are bottled locally to save shipping costs, and usually, things will be labeled accordingly. But I am not sure about the Boots products in the US.
And indeed, frugality is required here…
For some odd reason I had thought electronics had a higher tax bracket!
Well regardless it’s still more than double what we pay here!
:(
I’ll have to look! Because I’m curious myself! Will let you know ;)
Hello The Muse,
Do keep me posted if you come across some Boots products. I’d be interested to know about that too! :)
I could not agree with you more about the music being profoundly loud. I have entered into some A&F stores here and did an about face and exited because the ear splitting boom made it hard to communicate. (I’m surprised that their sales people are not all stone deaf at the end of the day.) Not only that but their prices are ludicrous.
LOL at your friends comment.
Hello Mudiva,
Indeed, the music was so loud. I didn’t particularly want to stay there for long and probably some other customers would feel the same. But I am sure some others wouldn’t mind this at all…
I know this is all part of the things they do for branding the merchandise and the whole shopping experience. But for me, the loud music doesn’t really work…
Thank you very much for your comment!