December 04, 2010

The Abercrombie & Fitch Line

Did you know that there's a gigantic line of tourists outside the midtown flagship store of Abercrombie & Fitch (New York, US). And that Abercrombie hires really hot people to stand around being hot, sometimes without their tops on? The Abercrombie line is a constant source of mystery.

The in-store experience is the primary mode of advertising for Abercrome & Fitch. It is through their store layout and decor that A&F is able to capitalize on their target value of exclusivity and youthful spirit. You'll find 'store models' instead of shop assistants selling preppy all-American college clothes. From low-slung jeans to fashionable flip-flops, there's everything the casual dresser could wish for. A storm of publicity was generated by their half-naked models and sexed-up Bruce Weber ad campaigns. The store ambiance is "club-esque" is realized by dark walls, color displays, loud music and few lighting, lounge couches, scent.

Source: Abercrombie & Fitch

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