In the last 12 months, the US Retail group has reviewed its retail strategy. The brand gained global notoriety in the 2000s by deploying flagships atypical concept with young men shirtless dancing at the entrance, an interior in the dark and an aggressive perfume vaporized in the aisles. After several years of restructuring and closures, mainly in America, the American group, also owner of Hollister, has decided to downgrade its formats.
With these new models, the brand has relaunched itself through the development of its network. This year it will grow in France, while the flagship of Copenhagen has just closed and the one in Milan will be stopped soon. Eight years after the inauguration of its French flagship at No. 23 Champs Elysees, the flagship label of the group will settle in the Paris region. In September, the brand will be launching in the Parly 2 shopping centre in western Île-de-France. A shop of 490sq m will be imagined with a vibrant mix, incorporating novelties such as fitting rooms where customers can choose the brightness and music.
The group arrives on known ground as it already has a Hollister store, the most accessible sign of the group. In all, Abercrombie & Fitch today has in its hexagonal network the flagship of Champs-Elysées and 14 Hollister, including five in Paris and the region.