The bewildering world of A & F
The bewildering world of A & F
Just visited the Abercrombie & Fitch store in Paris, France.
A grand Villa on the Champs Elysee - the quite side(!) –with only a small black A&F sign next to the Grand gate entrance is all that indicates the store. No windows or lighting indicates anything ! After years of wrangling between the US chain and the French authorities it seems that this store is the ideal compromise. The French did not want an American chain to be glaring at the tourists on their prime Avenue in their capital . The Americans wanted to be in the heart of Europe, no matter what! It is however clear that strong –very strong – brands like A&F just need to be there and do not need the most prominent visible locations to be successful. Internet, word of Mouth and the subtle use of twitter and facebook have put this beautiful and grand store, notwithstanding its “”invisible “’ location right in the heart of the shoppers of France.
A grand Villa on the Champs Elysee - the quite side(!) –with only a small black A&F sign next to the Grand gate entrance is all that indicates the store. No windows or lighting indicates anything ! After years of wrangling between the US chain and the French authorities it seems that this store is the ideal compromise. The French did not want an American chain to be glaring at the tourists on their prime Avenue in their capital . The Americans wanted to be in the heart of Europe, no matter what! It is however clear that strong –very strong – brands like A&F just need to be there and do not need the most prominent visible locations to be successful. Internet, word of Mouth and the subtle use of twitter and facebook have put this beautiful and grand store, notwithstanding its “”invisible “’ location right in the heart of the shoppers of France.
NEW YORK PARK POP-UP
Walking through exiting New York last week, I came across New York at its best!
In the middle of a cold and bustling SOHO an empty shop that was converted to a New York Park! This NY PARK POP-UP, complete with birds singing, grass (artificial) and picnicking visitors looked to me as the epitome of what New York stands for: Exiting, daring and everything is possible…
So "Pop up" to NY and enjoy the summer this winter!!!
Retail Sales Poster Done Right !
Sale Windows do not have to be boring...
A recent walk through some European cities showed once more that Sale windows do not have to be boring or tacky! Too many retailers think that the Public wants the gaudy SALE poster and 50 % off to be the drawcard.
Here's an example of Clous (www.clousmode.nl) in Den Bosch the Netherlands (Upmarket fashion retailer) that illustrates how they communicate their SALE.
A recent walk through some European cities showed once more that Sale windows do not have to be boring or tacky! Too many retailers think that the Public wants the gaudy SALE poster and 50 % off to be the drawcard.
Here's an example of Clous (www.clousmode.nl) in Den Bosch the Netherlands (Upmarket fashion retailer) that illustrates how they communicate their SALE.
