Abercrombie and Fitch Makes Its Debut in Savile Row

Monday 09th of April 2007 03:19:27 PM

Abercrombie and Fitch Makes Its Debut in Savile Row

US clothing company Abercrombie and Fitch recently opened its first store overseas in London’s famed Savile Row. Among the many sophisticated shops, A and F has already begun to stand out. Because of the store’s blatant use of young people that are barely clothed in catalogues and pictures that decorate the shops, the company has gained a reputation of catering to young, attractive people and leaving the rest behind.

The atmosphere of Abercrombie and Fitch is very different from other clothing stores. These stores are dark places that feature the latest trends in Polo Shirts, skinny jeans, and accessories. The store caters to teenagers and those in their early twenties. Shop assistants are hired to wear the clothing, greet customers, fold merchandise, and run the till. There are occasionally male ‘models’ who greet people as they enter the store.

Abercrombie and Fitch has gotten into trouble in the past by printing catalogues in the US that were considered pornographic. While the company has toned down their image slightly, the stores still try to push the envelope by displaying pictures that to some are considered questionable.

While the future of Abercrombie and Fitch in Savile Row has yet to be seen, the store has managed to bring in customers who are looking for Polo Shirts and other apparel. Waiting to use the dressing rooms and having to stand in line at the till are issues that still need to be worked out.

As the fashion industry has become even more competitive than ever, many companies feel they need to use tactics that are unusual or different in order to sell their clothing. While these tactics may work in certain regions, they will not work in all. Understanding one’s market and catering to it is still the best way to sell merchandise to the public.

(c)Scott Snyder, www.sxc.hu