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.