An interesting point of view from Annalisa Barbieri in online magazine, The First Post. She sees the arrival of Abercrombie & Fitch to the UK as potentially damaging for the brand.
And she may have a point. A&F has a huge following in Europe. Popularised by the gay scene, which appreciated its sexualised marketing literature (the firm pulled its racy cataogues in 2003 after complaints), the label percolated into a broader consumer culture of young transatlantic travellers or those of such aspirations. Whilst now somewhat passé for trend-conscious gay men, A&F still communications a certain distinction in style and attitude among the mainstream.
One store off London’s Savile Row is probably exclusive enough to maintain the brand’s standing, but it’s likely to be mobbed by fashionistas of relaxed taste. While that’s cool in the short term, once everyone’s got their hands on a chest/breast/crotch emphasising garment (their clothing really does push these benefits), the attraction will soon wane.
If A&F expands beyond the rarefied retail district of the West End, it could become an also-ran. As ubiquitous and dull as GAP. Managing its transatlatic expansion by translating the brand effectively for new audiences will be vital if it is to retain its valuable lifestyle appeal.
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