Abercrombie & Fitch has struggled for years to regain its momentum in the US.
But instead of focusing on fixing its problems here, the teen retailer continues to expand abroad.
While countries like the U.K. have embraced the Bruce Weber-inspired imagery and rugged basics, Japan isn’t so keen, according to The Business of Fashion. Things that they find annoying about the store, which opened in December 2009 in the upscale Ginza District:
- The Ginza outpost is charging double what stores in the US charge.
- Almost nobody working the shop floor is “authentically” Japanese.
- The staff greets shoppers in English.
- Male staff members wear their shirts unbuttoned.
Writer W. David Marx goes on to say: “A&F has made no attempts to style or merchandise its “fratboy” clothing to fit the current fashion ecosystem in Japan.”
Maybe the Japanese aren’t as obsessed with American culture as we thought.