Abercrombie & Fitch (“Abercrombie”), a division of Abercrombie & Fitch Co. (NYSE: ANF), unveiled a refreshed shopping experience at its existing Harbour City store in Hong Kong. The store debuts Abercrombie & Fitch’s first “Heritage Meets Modern” design concept in APAC, blending archival storytelling and updated designs in a way that honors the brand’s heritage, while further establishing the retailer as an effortless and elevated American lifestyle brand.
Steven Sare, the Managing Director of APAC at Abercrombie & Fitch Co., attended the opening ceremony and shared the vision behind the brand’s choice of location. Together with celebrity Laurinda Ho, a Chinese female entrepreneur, philanthropist, and fashion icon, he officiated the ribbon-cutting ceremony to mark the official debut of the new concept.
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Store interiors feature meticulously curated apparel zones that link together to shape a fluid shopping journey, naturally bridging Abercrombie & Fitch’s heritage with its modern-day evolution. Warm wood tones and natural marble create a welcoming setting with depth and texture throughout the product displays. Heritage-inspired furnishings throughout the space also reflect the brand’s longstanding connection to sporting, travel and discovery, while black-and-white floor tiles inspired patterned tiles, custom millwork and soft lighting bring heritage and modern design together, extending the store’s concept into an interior that complements the new season’s collection, A dedicated space in the fitting room area offers views of Victoria Harbour, inviting customers to pause and enjoy the waterfront between trying on looks. The experience brings a sense of getaway to shopping. A moment when getting away feels like getting back to yourself.
The store offers an expanded shopping experience featuring a broad assortment of men’s and women’s product, from Abercrombie’s signature denim to lifestyle products. An open layout encourages customers to explore new ways of mixing and matching. Capturing the spirit of autumn layering, Laurinda Ho shared styling tips with customers at the opening even. The fall & holiday collection features a mix of plaids, patterned prints, and layered outerwear, highlight the vintage, elevated feel of the Heritage style. The Modern style features clean silhouettes and rich fabrics that move effortlessly from work hours to play hours. Cozy Fit offers oversized cuts and relaxed proportions that balance comfort with personal style. A&F’s American denim, featuring new fits and colors, is a fashion must-have. Throughout the store, versatile pieces adapt to any occasion.
