.Abercrombie & Fitch will unveil a new retail concept this week — The Getaway — debuting in Milan and Los Angeles and intended to address all the needs of a 25- to 35-year-old.
“This is the concept of Getaway and we’re bringing it to life in a physical experience,” Krug said.
“We translated our customers’ mindset into a real-world immersive experience,” said Joanna Ewing, group vice president and head of creative for A&F. “Their love for our denim manifested in a dedicated denim studio. The fitting rooms have been optimized with customizable lighting and chic design elements. Their affinity foris captured in the store’s hotel lobby-like vibe, complete with a check-in desk.
The stores will be marketed though the company’s social channels, including TikTok, where it has a strong presence, Krug added.A&F has more than 300 stores globally in North America, Europe, the Middle East and Africa and Asia-Pacific regions. The locations of the first two Getaway stores were chosen because the company was able to find the right real estate opportunities and they also represented cities where the brand has a “highly penetrated digital experience,” Krug said.
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