Buying a piece of the American dream

Abercrombie and Fitch is an American retailer specialising in ‘casual luxury’ apparel. Times magazine recently printed that they are the 6th biggest brand in the USA (putting them in front of Nintendo and Levis)
At the London flagship store customers que for hours just to have a look around. This weekend I braved the ques to see what all the excitement was about. I left 2 hours later having bought several things I hadn't intended to including a bottle of fragrance sold to me at the till. I have since researched the techniques that Abercrombie and Fitch use to make people buy into there brand
When walking around the store there are different elements that arouse all the senses. Interiors are highlighted with dim ceiling light. Loud Electronic or dance music is played throughout the store. Clothing is folded in wooden wardrobe like structures. Even the scent is considered with A+F Fragrance ‘Fierce’ being sprayed regularly from black boxes that contain concentrated fragrance. Wood paneled walls leather sofas and rugs give the store a home like feel. The clever interiors combined with the upbeat music and dim lighting make you feel like you have been invited to an exclusive house party full of beautiful people. I think that this fun and upbeat atmosphere is a huge part of the brands appeal and keep the brands target customer coming back.


However these techniques are not just used to keep the customer returning to the store. A well executed store design means that people are more likely to spend more time in store resulting in larger sales. Layers of atmospherics can actually alter the perception of time for shoppers, encouraging them to become so comfortable and pleasantly stimulated by the shopping environment that time becomes less important.

The effective store design alongside eye-catching marketing campaigns make visiting Abercrombie and Fitch an’irresistible’ shopping experience. I think that the visual merchandising and branding is so well executed that when shopping in store the customer is actually buying into a lifestyle that they want to be associated with.
After graduating I would like to work for a sports lifestyle brand. I now realize the importance of building a brand and how everything from store layout to music and typography must reflect the brands ideal. I will also consider this when putting my portfolio together.

In the future I think the Abercrombie and Fitch brand will continue to flourish. American lifestyle brands such as ‘Gap’ ‘Tommy Hilfiger’ and ‘Polo’ continue to have global appeal.. However they may become a victim of there own success. With more stores being opened across the UK and Europe the shopper may loose the feeling of ‘exclusivity’ that the brand relies on.