Abercrombie reveals new store concept

The move comes as the struggling teen retailer looks to combat a 14% drop in same-store sales in the most recent quarter. Credit: Sam Davyson (CC BY-SA 2.0)

For the first time in 15 years, Abercrombie & Fitch is changing up the look of its stores to offer a more omnichannel experience that encompasses the latest technology. Now, mallgoers will get a more personalized experience with Abercrombie's innovative fitting rooms and a carved-out space for shoppers to pick up online orders.

The fitting rooms are described by the company as a "haven from the mall or street," and have two individual capsules within a larger suite. This way, the guest trying on an item can share the experience with a friend. Amenities in these suites include controls for light, music and a phone charging dock.

“It is important that our stores reflect what the Abercrombie & Fitch brand is today, so we’ve created a new space for our customers that is warm, inviting, inclusive and open. We are excited for customers old and new to rediscover what is at the core of this American heritage brand: timeless, high-quality clothing that you want to live in,” said Stacia Andersen, brand president of Abercrombie & Fitch and Abercrombie Kids.

Other amenities in the new store include a quick checkout experience and easy access to online order pickups.

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"The new Abercrombie and Fitch store design illustrates a strong brand, with a rich history that is evolving and moving forward. A cohesive material palette, an elevated collection and residential scale elements enhance the personal, more intimate aspect of the A&F shopping experience," said MJ Sagan, architect.

The storefront is transparent and features a metal sculpture of the company's logo. The location also features two shop-in-shops, one that sells fragrances and one that offers seasonal collections. Another room will be dedicated entirely to denim.

The palette will be modern with materials such as cork, bronze, galvanized steel, concrete, vegan leather, wood and marble.

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The move comes as the struggling teen retailer looks to combat a 14% drop in same-store sales in the most recent quarter, following declines in the previous two quarters.

Earlier this month, Fran Horowitz became the new CEO, replacing Michael Jeffries, who stepped down in 2014 after more than 20 years at the company.

The first concept store will open Feb. 17 in the Polaris Fashion Mall in Columbus, Ohio.