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Abercrombie & Fitch Launches New Store Concept at Polaris

Walker Evans Walker Evans Abercrombie & Fitch Launches New Store Concept at PolarisPhoto provided by A&F.
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New Albany-based Abercrombie & Fitch is reinventing their look with a new store layout that opens today at Polaris Fashion Place. The new store format is the first of seven to launch this year, designed to reimagine the customer experience and showcase new clothing collections that the brand is rolling out.

“It is important that our stores reflect what the Abercrombie & Fitch brand is today, so we’ve created a new space for our customers, that is warm, inviting, inclusive and open,” stated Stacia Andersen, Brand President of Abercrombie & Fitch and abercrombie kids. “We are excited for customers old and new to rediscover what is at the core of this American Heritage brand: timeless, high-quality clothing.”

The 4,860 square foot store includes two smaller stores-within-the-store that feature fragrances and seasonal “capsule” collections, as well as a room dedicated to denim. Fitting rooms are set up with new amenities that include individual lighting and music controls as well as phone charging docks.

Like many large-scale mall-centric fashion brands, Abercrombie has struggled in recent years with slumping sales. The new store concept is one of several moves to improve finances. The company also recently named Fran Horowitz as its new CEO, cut 150 jobs at its headquarters, closed underperforming stores, and relaunched its Gilly Hicks lingerie brand.

For more information, visit abercrombie.com.

Photos provided by A&F.

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