If I had to sum up a moment of shopping in the world of Abercrombie & Fitch, I would say perfection and contrast. First, the perfection of the atmosphere, with subdued light, huge dark paintings on the walls and see-through effects thanks to the glass stairs and the labyrinthic alleys. This is all very far from the spacious and extra luminous European standard.
|Dark paintings and glass stairs|
Also, and most importantly, the perfection of the staff. They all are models with the same kind of beauty, wearing the same uniforms showing off perfect bodies, all swaying their hips the same way to welcome the customers: the Abercrombie style will be the same from the beginning till the end, from the models represented on the walls at the checkout, to the hosts and hostesses all representing the pretty, young and fashionable targets that the brand is trying to reach.
|Opening of an Abercrombie & Fitch store in Paris|
May, 19th 2011 - Champs Elysées
Finally, the contrast of a special communication strategy. English is spoken. The models welcome the customers with a simple “hey, what’s going on?” before switching to the local language in order to offer their services. The communication strategy is offensive; at the checkout, you will be reminded that “we’re also on Facebook”, in English again. And even if you can feel like you are talking to robots, the impression you are left with is still striking and effective.
Leaving an Abercrombie store is like leaving the forth dimension. Change of scenery, hallucination and seduction mix up to create an indescribable feeling. An indescribable feeling that still makes us want to take the trip again. Probably because the Abercrombie style is so different than the European stores, it feels like a part of
is coming to us. And we know that the American dream sells since always and
surely for ever. America
(translated from French by Absolute B.)