Sozzi: 5 Reasons Abercrombie & Fitch Huge Flagship Stores Are Pretty Silly

NEW YORK (TheStreet) -- The Abercrombie & Fitch (ANF) huge flagship store, sigh.....I don't even know where to begin. At the opening of this store with multiples levels of Abercrombie & Fitchness, male models with no shirts usually are lined up out-front in a firing squad fashion. They pose for pictures, which are promptly posted to Facebook (FB) and Instagram by teen girls that have been following the marketing leading up to the big grand opening. Music is pumping through the speakers. Cologne is seemingly oozing from the walls, and if you open your mouth it will venture down the throat. At the very least, the stench permeates your non-Abercrombie & Fitch clothing. Oh yes, the Abercrombie & Fitch flagship store, quite the experience for the international community.


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Here is how Abercrombie & Fitch describes its flagship store strategy in its latest 10-K:

"In-store experiences captivate the senses to reinforce the aspirational lifestyle represented by each brand and flagship stores represent the pinnacle of the Company's in-store branding efforts. The brands also have a strong fan base of globally diverse followers on key social platforms, such as Facebook, Twitter, Instagram, and Weibo. The brands engage influential personalities that include celebrities, fashion bloggers, and stylists, to communicate key fashion stories, and have launched updated mobile apps, with more than 1 million downloads to date. "

Gotcha. Well, then if the flagship store strategy is working so wondrously, why have these things happened:

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