Abercrombie and Fitch Co, a clothing retailer from New Albany, Ohio, is planning to open more than 100 new stores across China in the coming decade under its A&F and Hollister brands. According to Craig Brommers, Abercrombie’s Senior Vice-President of Marketing, “China will represent the biggest market potential for our brands. We are entering with strong brand awareness.”
Last April of this year, A&F opened a new four story glass building on West Nanjing Road in Shanghai. West Nanjing Road, located in Jing’An District, is a major commercial destination in Shanghai, attracting both visitors and locals alike. The Shanghai outlet featured Abercrombie’s signature greeters, models, music, lighting, and the scent of Fierce cologne. A huge number of Chinese consumers and spectators went over to the opening of this store.
Craig Brommers is confident about China because he believes that A&F will be new to the Chinese market as it is known everywhere as casual luxury, which is based on clothing style and price. A&F is targeting the Chinese middle class instead of the Chinese elite.
“Chinese consumers seem to be looking for something a little beyond just binged-out luxury logos, and we think the laid-back sophistication that A&F offers is timed right,” Brommers said.
Hollister has been in China for a while now and sales increase at 35% for the past year, which is why the Abercrombie and Fitch Co is expecting the same strong results for their brand in the future.
Abercrombie and Fitch Co is also planning to launch its very own e-commerce site for netizens of China in the later part of this year, targeting China’s booming on-line shopping scene.
Almost all markets from around the globe’s goal is to penetrate China’s on-line market scene.
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