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Abercrombie & Fitch Announces New Store Concept on Campus

Taijuan Moorman Taijuan Moorman Abercrombie & Fitch Announces New Store Concept on CampusRendering of the Gateway/campus storefront, courtesy of Abercrombie and Fitch.
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Abercrombie & Fitch announced a new store location in the Gateway-University District and unveiled its new “Learning Lab” store concept. The new store targeting campus consumers will open in August.

Abercrombie’s new store is said to create “new brand experiences” for customers, including on-campus events and the use of a brand ambassador program to recruit students and build relationships with universities.

“Our campus stores, built on a small footprint and with full omni-functionality, will also serve as unique learning labs, providing us with insights into driving productivity from more compact stores, omnichannel integration, and leveraging store-centric experiential marketing,” said Abercrombie & Fitch brand president Stacia Anderson in a press release.

The store’s “omni-functionality” will include the option to purchase items online and pick up in store, order in store, or ship from the store. A 30-inch interactive screen will allow consumers to shop Abercrombie’s entire site and move items added to their carts to in-store registers for check out.

Abercrombie’s Learning Lab concept will increase productivity and provide insight in operating with a square footage less than half the average Abercrombie store. This compact store model is rolling out at Abercrombie stores globally. The campus location is one of two locations debuting the concept, along with a location near the University of Southern California.

“We are thrilled that Abercrombie & Fitch has selected Gateway – University District as one of only two locations for the debut of its new concept,” said Christiana Moffa, property manager of Gateway-University District.  “We are already hearing from Gateway customers who are intrigued by this “learning lab” approach so we are confident they’ll connect with a lot of their audience here.”

Abercrombie & Fitch’s new Gateway-University District store will be located at 1614 N. High St., adjacent to Pitaya and Mark Pi’s. For more information, visit abercrombie.com/shop/us.

Rendering of the inside of the store, courtesy of Abercrombie & Fitch.

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