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.
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As someone who attended a school where a&f; was the only accepted choice for clothing, it fills my bitter heart with joy to know that this business is failing.
As someone who attended a school where a&f was the only accepted choice for clothing, it fills my bitter heart with joy to know that this business is failing.
Although I’m very happy to hear this, I’m a little surprised. I know someone who worked in their stores in Hawaii and a huge portion of their business was Japanese tourists. I guess that in the Hawaii case they were getting a deal since it was the US dollar and American pricing. Seems like a dumb business decision to jack up the price when they opened the Tokyo branch. Also, I think I remember there being some complaints about them not hiring native Hawaiins as well.
Although I’m very happy to hear this, I’m a little surprised. I know someone who worked in their stores in Hawaii and a huge portion of their business was Japanese tourists. I guess that in the Hawaii case they were getting a deal since it was the US dollar and American pricing. Seems like a dumb business decision to jack up the price when they opened the Tokyo branch. Also, I think I remember there being some complaints about them not hiring native Hawaiins as well.
All of the things that are listed as “annoying” are the things that is keeping the line outside of the Abercrombie and Fitch in Milan around the corner. Italian teenagers and college students (before the Milan outpost opened) viewed the company as proof of wealth because Italians could afford to travel to the US and shop at American stores. Since it opened in December of last year, everyone is going crazy over the english speaking help, blasting music, and moosed out polos and flannels. If nothing else, the merchandising and store design are amazing.
All of the things that are listed as “annoying” are the things that is keeping the line outside of the Abercrombie and Fitch in Milan around the corner. Italian teenagers and college students (before the Milan outpost opened) viewed the company as proof of wealth because Italians could afford to travel to the US and shop at American stores. Since it opened in December of last year, everyone is going crazy over the english speaking help, blasting music, and moosed out polos and flannels. If nothing else, the merchandising and store design are amazing.
Everyone in Japan saw this coming a mile off. Ginza is the traditional area to open a flag-ship but it’s really not right for the A&F; market.
TOPMAN, H&M;, Forever 21…. all these stores sell goods at inflated prices in Japan but are still doing really well. The dasy when the Japanee would but something or look up to it because it was Amrican are LONG gone.
http://www.tokyodandy.com/?p=9729
Everyone in Japan saw this coming a mile off. Ginza is the traditional area to open a flag-ship but it’s really not right for the A&F market.
TOPMAN, H&M, Forever 21…. all these stores sell goods at inflated prices in Japan but are still doing really well. The dasy when the Japanee would but something or look up to it because it was Amrican are LONG gone.
http://www.tokyodandy.com/?p=9729
I still don’t know how they’ve survived this long by having “associates/models” as props instead actual sales people.
I still don’t know how they’ve survived this long by having “associates/models” as props instead actual sales people.
does anybody remember the “two wongs make a white” shirt a&f; produced which ended up being pulled from shelves due to racial discrimination? and if i recall, a&f; hires minorities (non-whites) to act as stock boys during the night shift, 12am-6am, so that their prime (white) consumer doesn’t get confused by the brown/yellow/whatever kid working the day shift.
does anybody remember the “two wongs make a white” shirt a&f produced which ended up being pulled from shelves due to racial discrimination? and if i recall, a&f hires minorities (non-whites) to act as stock boys during the night shift, 12am-6am, so that their prime (white) consumer doesn’t get confused by the brown/yellow/whatever kid working the day shift.
I’ve worked at the Ginza store since its opening.
Two quick comments: nearly all of the floor associates are Japanese-speaking Japanese. Whether or not they are “authentically” Japanese is more a remark on the narrow view of many Japanese themselves on Japaneseness. *whew* That is to say, a Japanese with a foreign parent is often viewed as non-Japanese. Not to claim that A&F; didn’t specifically recruit Japanese with more “caucasian” features though…ugh.
Also, even though the clothes are double what they cost in America, I often hear people say how affordable the merch is. Unlike in the US, the customers in Tokyo skew heavily to middle-aged women and salarymen of the elite sect, who probably do most of their shopping in the even pricier department stores.
I’ve worked at the Ginza store since its opening.
Two quick comments: nearly all of the floor associates are Japanese-speaking Japanese. Whether or not they are “authentically” Japanese is more a remark on the narrow view of many Japanese themselves on Japaneseness. *whew* That is to say, a Japanese with a foreign parent is often viewed as non-Japanese. Not to claim that A&F didn’t specifically recruit Japanese with more “caucasian” features though…ugh.
Also, even though the clothes are double what they cost in America, I often hear people say how affordable the merch is. Unlike in the US, the customers in Tokyo skew heavily to middle-aged women and salarymen of the elite sect, who probably do most of their shopping in the even pricier department stores.
A&F; has presented the younger audience as being the only brand clothing acceptable in most high schools in my opinion. For the company to be going sour is surprising but maybe its time for a different approach.
A&F has presented the younger audience as being the only brand clothing acceptable in most high schools in my opinion. For the company to be going sour is surprising but maybe its time for a different approach.
Fist off Japan has an amazing sense of style. I remember a previous posting about Abercrombie yes in the Usa it was cool circa 1994,if you attended a high school from 1994-2000. Beyond these years it will remain lame in the Usa and Japan and I am sure UK will get the message soon!
Fist off Japan has an amazing sense of style. I remember a previous posting about Abercrombie yes in the Usa it was cool circa 1994,if you attended a high school from 1994-2000. Beyond these years it will remain lame in the Usa and Japan and I am sure UK will get the message soon!