Good Friday is a public holiday in the UK, which means I had the day off from work. Jon and I are leaving for a ten-day vacation tomorrow (Slovenia and Croatia with our friends from college), but the weather was so sunny and inviting today, we started our holiday in town by picnicking in Hyde Park with friends and then going on a scavenger hunt in Westminster.
While we were out and about, I noticed a lot of double-decker buses emblazoned with Abercrombie & Fitch ads. They’re hard to miss thanks to the double-decker size of the half-naked hottie featured, and it reminded me to describe my visit to the new Abercrombie flagship store in London.
Only if you work in retail (or if you are a hardcore fan of the store – i.e., an affluent, white, twenty-something) might you know that the London store opened to the UK public on 22 March and is Abercrombie’s first venture outside North America. I, however, showed up a few days before the 22 March opening to be part of an “investor tour,” which is an open house-style event for people who own (or might own) big chunks of Abercrombie stock. You show up, get your name crossed off a list by an investor relations/PR-type person, walk around inspecting stuff, maybe talk to corporate reps (the CEO and folks less august), and then leave with swag.
The store sits on Savile Row and is steps away from the Burlington Arcade. If that last sentence meant nothing to you, I’m saying the area where the Flagship opened is super old-school in a big-jewelry, expensive Grandma-soap kind of way. It’s a funny place to locate a store that aggressively sells youth and sex.
Also confusing to me is how nondescript the store is. There was no signage and I almost walked past the entrance – that is, until I heard the pounding techno music inside. The Flagship is housed in a sober stone building whispering “private club,” rather than shouting “American retailer of sexy clothes.” (See photo at top)
Inside, the store was service heaven. It was like being back in America – there were helpers galore. The staff had American accents, and everyone was asking if they could help. No need for the requisite dance with British servers to get basic help (“oh, please, would you ever be so kind as to take the time out of your busy day to see if perhaps you might possibly have this T-shirt in a different size?”). I mean, I’m not saying in America it’s OK to be rude or mean (never acceptable, anywhere in the world), but just that in the US, you can say “do you have this in a different size” without drawing a scornful “what an asshole” look from people who were presumably hired to help you.
As you’d expect from Abercrombie, the helpers were embarrassingly good-looking. An especially attractive young man and woman greeted guests/investors in the vestibule, and as is the Abercrombie way, the man was standing around without a shirt – the idea being that if you want to be like He of the Rippling Abs, you should buy Abercrombie’s £40 T-shirts.
The store interior was all high drama. Dark rooms; soaring ceilings; pinpoint lighting; gorgeous wrought-iron railings and grand stone staircases. The most entertaining touches were the oil paintings of studly young men in their American football outfits. And here I thought oil painting was a dying art.
I haven’t been in an Abercrombie store since college, but overall, I’m highly unlikely to shop there now (and to be fair, they’re not marketing to 30-somethings like me, so no loss to them, I suppose). Two things in particular annoyed me, and I’ll be curious to see if they annoy the 20-something target audience:
1. The Jeans Bar on the ground floor looks user-unfriendly. Jeans are displayed in glass counters and also along the wall behind the glass counters, as if you’re in a jewelry store. To try on the jeans, you have to talk to the helpers manning the counter, and honestly, I like to try on an annoyingly-high number of pairs before I decide on one that fits, so I’d rather not have to interact with anyone if I so choose. I also had to laugh out loud at jeans in the Men’s area that came with a sign announcing that only 250 pairs of these jeans exist in the world, and only the extra-cool stores (LA, New York and London) stock them. Obviously, there’s a price premium attached to such exclusivity.
2. Bad-value goods. Like many Americans, I love casual clothes, and I don’t shy from the occasional “investment piece.” But £70 for a sweatshirt that says “Abercrombie” on it? Seriously? The £50 tag on underwear-length shorts also made quality dinner-party fodder the past few weeks. And there were rooms of this stuff (sweatshirts and shorts), by the way. I haven’t seen any Londoner wear shorts, ever, so what’s with this inventory decision? Additionally, the sizes were American, not British. There’s a big difference between the two: an American women’s Size 6 is a British Size 10, for example. So, given European sensitivity about American insensitivity towards the world’s cultural differences, selling items in UK sizes would be a nice gesture, don’t you think? Or at least smart business.
I’d go back to the store if it ever closes and turns into a martini lounge. If that happens, the new owners should keep the helpers around. They’re hot.
Hi, I want to know if a guy wears a medium in
short sleeve Tees and polos of Abercrombie & Fitch in a london store. What size he should take if he is buying from an American Abercrombie & Fitch store.
Hi,
I work at Abercrombie & Fitch in the US and ran across this website. Very interesting write-up. However, our store doesn’t have jeans in a glass case… so I find that really weird! Also, I’m not sure if this helps because I don’t know the English sizes… but the guys shirts are designed as a muscle fit shirt (meaning they are tighter) Most guys buy a size bigger in America if you’re not totally into the whole tight shirt deal. =) Hope that helped!
Michelle they do have jeans in a glass case. but only in flagship store like in london, new York and L.a
i went yesterday to the New York Flagship store and i think it looks like the one in london!
it was an awesome experience:)
hi
Has the store in London got a kids section?
hi i work at the this store and the polos and tee’s are same sizes as in the US. Mens clothing is simple S,M,L,XL, AND XXL. Ladies clothing is as mentioned above and a bit confusing.
regarding kids clothing there is some on the upper level.
thats funny… i couldent find any kids clothes
Very nice story with very beautiful guys!!!
congratulation!!!
I recently checked out Abercrombie & Fitch’s London store and agree that it was “a great retail experience” although long queue for the fitting room! I also checked out their on-line shop. However, I think A&F have a major problem with the sizing of its men’s products – particularly T-shirts. No offence to our American cousins, but as it seems as if a third of American teen are overweight – some even obese – why does A&F only seem to have T-shirts that are “Muscle Fit” and don’t provide them in larger sizes for bigger guys? Their XXL “muscle fit” T-shirt is more like a tight medium! Come on A&F, we’re not all built like A&F male models.
Hi!
In this summer I am about to fly to London and I have few questions about A&F:
1- How are the prices there? Are they too expensive?
2- Do they bring to London the same items like in the U.S? [includes swimwear, flip flops , tees and shorts]
3- How many stores there are? And where is the biggest one?
4- Has the store got items from Abercrombie kids? Do they have their own section in the store?
5- Last one… is there store of Hollister in London?
Thanks for anyone who helps! (=
Hi tal!
Regarding the abercrombie questions…
The prices are quite expensive and are double the price of the clothes being sold in america. So i would say they are too expensive and a slight rip off!
Yes the London store has swimwear, flip flops, perfume and all types of clothing.
The only store in the UK is the Abercrombie flagship store, in London and no it does not sell any Abercrombie kids clothing.
Also sorry to say there is no Hollister in the UK let alone London…shame i no!
But definitely go to the Abercrombie store in London, you may not find it at first but you have to go..Its great!
Hope thats helped…
Hi Georgie!
Thanks a lot for helping me!
I imagined to myself that the prices will be much higher, but I hope I’ll get along with that (=
I’m happy to hear that at least all A&f adult clothing is there just like in the U.S…
Lets hope they’ll bring Hollister to London !!
Hi,
Do you know if there are any sales at Hollister or at Abercrombie now?
And When do they have sales?
Abercrombie and Hollister NEVER have sales, only clearance items
Hi everyone, i hope thats a good place to ask.. please help me [= !
I have several questions about A&F and its brands.
1- Does the prices in A&F are different from the prices in their site?
2- Does A&F still have swimwear? I don’t see the ‘swimwear’ category on their website…
3- Are there any differences between the prices in each store? (Does the prices are lower in some places?)
4-How many stores does Hollister has? And is there any store in Manhattan? Could you please give me specifics addresses to the stores in New York?
5- Are there any differences between each A&F or Hollister store? I mean, does any store contain different clothes?
6- Where is Ruehl store located?
7- Does the brand ‘Gilly hicks’ contain more than underwear? Does it worth a visit?
Thanks for anyone who helps [=
(Sorry if there are any mistakes…)
Hi
Please can someone from the US help with the conversion to the UK womens/ladies sizes?? Many Thanks
This is for Michelle and everyone that has questions!!! I too work for Abercrombie and Fitch as a District Manager, and at the Flagship stores (LA, NEW YORK,LONDON) we DO display the jeans in glass cases! LA location The Grove Farmers Market, New York 5th Ave on the corner of 56th & Madison!…. And as far as Gilly Hicks we MOSTLY sell underwear and bras. But we do carry knits, tanks, and body soaps, lotions and sprays. We have almost 300 HCO stores, 39 Ruehl stores, 200 Abercrombie & Fitch stores and around 150 Abercrombie Kid Stores! Sales usually happen after 3 to 2 months. We generally restock every 3 to 4 weeks! Prices DO NOT vary however sales tax do depending on what area your in. any more questions just ask!
hi
please help me my english isn’t good but i try to say something. Everyone know abercrombie and fitch shop in wales ? thanks for helping (:
hey i went to the london one about a month ago.
it was sooooooooooo cool. i loved it, especially since im a 17 year old girl and the pose with the topless model bit.
HOT GUYS!!!!!!!!!!!!
we were in heaven.
i bought a tee. i needed proof.
its so godamn expensive though.
i prefer topshop wayyyy better
love and all xxxxxxxxx
Hello…..any sign of an A&F store cuming to Ireland soon??,,I really like the clothes and cannot buy directly from the American store web-page!!,,,is there any way of ordering reasonable priced A&F clothes online to be shipped to Ireland except ebay??[[ I dont find it reliable]]
Hi all
I have a question do A & F do ladies fleeces in an XL??? I have found website claiming to be selling surplus stock with XL sizes however i thought L was the biggest they did and therefore these items must be fake! My boyfriend brought me a top from london store few weeks ago and had a look and said L is the biggest so now i am wondering if the US do different sizes, whether they used to do XL or whether these websites are fake!!
thanks to anyone who answers