Only a few short weeks ago for the very first time, I ventured through the hallowed halls (well, departments) of beloved prep-haven aka. Abercrombie & Fitch.
A&F is not just a shop, and although many retail businesses will claim this, it actually IS an experience. Every detail is thought through, layout, sizing and staff included.
Entering into the shop, you may be mistaken in thinking you haven’t removed your (presumably) designer sunglasses. Do not be alarmed fellow shoppers, this is normal. Dimmed lighting is an A&F speciality and while speculation as to why may be rife, it is my personal opinion that softer lighting is more flattering to everyone who enters *(bar the unfairly attractive staff but I shall come to that later). A clever marketing ploy it would seem, but after a quick nosy in every sectioned area it would seem that the entire store has been designed around enticing and alluring the customer.
A&F scents play a small part in their income and the fragrance is pumped through the air vents and even sprayed, YES SPRAYED, onto newly purchased clothes. Presuming that smell is indeed the most connective sense, once you inhale a lungful in the surroundings of your own home you’ll want to return to the land of A&F, where models roam free and everything is California cool.
The clothes speak for themselves. Preppy polos, brightly branded t-shirts, loud boardshorts and teeny floral sundresses, you’d be forgiven in thinking that if you stepped outside you would be greeted by the roar of the Malibu ocean and the grainy feel of sand underfoot. Reality check back to London please. The hoodies and jeans may be more climate appropriate for Blighty, but even these are a small luxury. I couldn’t resist purchasing a coral zippy top, lined with the softest fleece and bearing a small A&F emblem, I handed over my £56 without blinking. Perhaps this is where I should mention the staff…….
It is a truth widely acknowledged that … ahem, everyone that works for A&F is smokin’ hot. A half-naked model greets you at the door, abs on full display. If that isn’t good advertisement, colour me pink! Models (or staff, whichever you prefer) roam the ground floor, dance on the upper floors, help the now-mute customers and generally appease the eye of the discerning person. Fellas, fear not, there are female staff too, generally of the flaxen-haired and long-limbed variety.
While not making a radical statement with their product A&F use everything to their advantage. Fending off competition from the likes of Hollister and American Eagle, their attention to detail has paid off in spades and show they’re not going anywhere.
Oh, and the bags are pretty cute too!
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