Fast Fashion Clothes A&F New Image To Return To Hongkong Market

Maybe you still have the impression that your performance has never improved.

In February of this year, we decided to make a fresh start and give customers a different store experience with a brand new store image.

At that time it was in the Arctic star of Columbo, USA.

Polaris Fashion Place opened its first new store.

The lights in the shop are brighter, the fragrance is lighter, and many high-tech hands (Xue) (TOU) have been introduced.

According to the world clothing shoes and hats net, now, nearly half a year later, although the remaining 5 plans to open in the United States opened this new store is still in preparation, but A&F has focused on the reform of the international market outside the United States.

According to A&F's official spokesman, the store will first visit the first overseas market, Hongkong, China, at the latest by the end of 2017.

This is the first time that A&F has stepped into this area after shutting down all Hongkong stores and evacuate Hongkong market earlier this year.

An attempt.

This time, A&F chose to cooperate with Hongkong's well-known local commercial real estate company, Kowloon.

The new store will open in the port city of Kowloon Bay commercial real estate project.

According to the plan, Kowloon warehouse will provide 6800 square feet (632 square meters) for the new A&F store, which is slightly larger than the 4850 square foot American Polaris mall. However, it is much smaller than the 4 storey shop in the street in the middle of the city.

The area is a new shop with lights and fragrance, and the other is different from traditional shops.

In the past, the size of a standard A&F shop was 8000 square feet (about 800 square meters).

Now it is far less than the opening of the Polaris Mall branch or the planned Hongkong Harbour City branch.

In the experience of stores, seaport stores will also have further upgrading.

On the one hand, A&F thought of some ways to extend the time of customers in the store, in order to improve sales performance.

For example, this branch will open up a sea view window so that customers can see the scenery of the Hongkong landmark in Vitoria Bay.

For example, there will be 3 apartments in the fitting room for men and women in the store. Apart from the luxurious decoration and lighting and sound system, these apartments will also be equipped with mobile phone charging devices.

Time will not be limited at all times.

A&F also wants to improve the convenience of shopping process as much as possible.

Taking payment as an example, the cashier will no longer be limited to one place.

According to the description, the cash register will "run through the store" so that customers can wait for the least time to complete the payment process.

In addition, as part of the all channel strategy, all power supplies can provide customers with online shopping, offline pick-up and return services.

"In this new space, we look forward to providing customers with more sophisticated and efficient services than the previous Hongkong stores.

We look forward to bringing new experiences to new and old customers in Hongkong. "

A&F CEO Fran Horowitz said in the relevant media statement.

At present, A&F hopes to restore its brand performance in this round of stores and experience pformation and upgrading.

This is largely due to the fact that similar practices have helped to improve the performance of Hollister.

In the first quarter results of the group's 2017 fiscal year, released in May, Hollister became the only source of growth for the dismal A&F group, with a 3% increase in sales compared to the same period of the same period, and the cowboy product was the best sales result for the same period of the year.

However, compared with the pformation of Hollister, A&F is slow at present.

At that time, Hollister launched the expansion plan shortly after opening the first new store, and opened or pformed more than 100 stores in one year.

"If customers like it, we will follow up very quickly."

This is the statement given by A&F Group Chairman Stacia Andersen in an interview with reporters.

As of the first quarter of fiscal year 2017, Abercrombie & Fitch has 280 stores in more than 20 countries and regions around the world.

The number of Hollister stores has exceeded 540.

It is worth mentioning that not long ago, there were rumors in the capital that A&F was interested in seeking acquisitions, and that the target of takeover could be American Eagle, another popular fashion brand in the US.

This is likely to affect the progress of the brand pformation strategy.

More interesting reports, please pay attention to the world clothing shoes and hats net.