I went shopping at Abercrombie & Fitch for the first time in years - here's what I saw
Here were are — at Abercrombie & Fitch's flagship store on Fifth Avenue in New York City.
I know that there aren't going to be any shirtless Zac Efron look alikes — Abercrombie abandoned its shirtless models. It's family friendly! There's a sign for its kid selection right when you enter.
Source: Reuters
But Abercrombie hasn't completely abandoned being risqué.
And maybe there are no photos of teen couples making out on the wall, but you can't miss the smoldering gazes of these painted fellows.
Oh, look — here's the closest you'll get to rippling abs. This looks like classic Abercrombie. The brand might be working to repair its frat boy image, but it hasn't convinced me yet.
I'm not overwhelmed with the signature scent of Abercrombie & Fitch's Fierce cologne just yet, but the company is selling it hard. There are displays of the cologne all over the store, hinting that it's the perfect holiday gift for your significant other.
I took a whiff of some perfume — it's pretty strong and distinct, and all of a sudden, I'm flooded with memories of middle school. That's the worst kind of throwback you can have!
Abercrombie & Fitch had said it was cutting down on its use of logos, but there are logos everywhere.
Source: Business Insider
Everywhere.
Here's a perfectly good look — possibly ruined for some shoppers with the loud and proud "AF."
These active wear pants do not appear to be sweat-wicking — they're more like a tighter-fitting version of sweatpants. That's a tough sell in the age of Lululemon.
Rhinestone-embellished jeans? Not my thing, but teens may go for that.
Yikes. The company isn't selling jeans bigger than a size 10, as far as I could tell. The brand announced in 2013 that it would start selling larger sizes for women.
Source: Business Insider; Reuters
The sweater selection looks pretty good! I'm into classic sweaters. The problem is getting through the club-like atmosphere — the scents, the thumping pop music, and the dim lighting.
Abercrombie is really trying to get in on the sweater game.
It's even selling ugly Christmas sweaters! Perfect for a holiday party (but...not much else).
Nice to know Abercrombie & Fitch thinks there's a demographic for holiday onesies.
Flannel is a timeless fall style.
But what's up with this dress? This looks like something out of Dov Charney-era American Apparel.
These leather jackets are great wardrobe staples for the fall.
This section looks pretty solid — cozy sweaters and sweater dresses. I'll take it!
Abercrombie has hopped on the chambray trend.
Looks like Abercrombie is going back to its literal heritage — as hunters! Check out the fur collection.
Abercrombie has released its own rendition of the popular Canada Goose jacket.
And Abercrombie has fur-style accessories, too.
The price is fairly standard for a jacket — $200. But while a $200 jacket may seem appropriately priced for someone who does most of her shopping at J. Crew, Abercrombie's target demographic — teens and young adults — have been conditioned to fast fashion's cheaper prices.
The men's selection looks good at first.
But would a grown man wear a shirt with the iconic moose emblazoned on it?
I'd definitely wear this sweater and jeans, as well as the sweater dress and jacket. But would I buy it? I don't really want to stay in this store much longer. The wafts of cologne are getting to my head — and not in a fun way.
Abercrombie & Fitch is also adopting a bohemian-esque flair. One minute it's preppy, one minute it's classic, one minute it's boho...the brand lacks a signature style.
Would I go back to Abercrombie & Fitch? Maybe I'd shop online — some of the clothes are cute, but the experience is too much for me — even if it's tamer than it used to be. But that presents another problem — Abercrombie used to be loud and proud. It's still (literally) loud in the store, but it appears that the brand isn't quite sure what it wants to be. With that in mind, it doesn't make it stand out. A lot of the trends — and even the basics — that Abercrombie is trying to hop on are available in other stores that I frequent.
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