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Abercrombie & Fitch Hong Kong concept store opens

The first new A&F prototype store outside the US has opened in Hong Kong.

The Abercrombie & Fitch Hong Kong store officially debuted on Friday in Gateway Arcade on level 3 of Harbour City shopping centre in Tsim Sha Tsui, after previews for invited guests during the week.

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Photographs show it retains little of the dark, mausoleum-like styling of the former Abercrombie & Fitch Hong Kong flagship which closed in Pedder Street early this year. It is light and bright and the latest A&F clothing range is easier to browse and buy.

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Abercrombie & Fitch said it would be closely monitoring customer response to the store in what it described as a “reinvented space”.

A revitalised customer experience includes fitting rooms with lighting and music which customers can adjust for themselves, and even phone charging docks. And, the 6800sqft store features a sitting room that overlooks Victoria Harbour.

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The Hong Kong store follows openings of the new format in Ohio, Michigan, Georgia, Virginia, Arizona and California.

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Ahead of the opening, the US fashion house said its new format would provide customers with “a new vision of the A&F brand”.

“It is designed to be an inviting space that facilitates brand engagement and encourages product trial.

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“The modernised space was imagined with the best customer experience in mind, encouraging the discovery of A&F’s new collections and brand positioning. Looking to provide a unique and personal shopping experience, the layout includes accommodating features such as innovative fitting rooms, and omni-channel capabilities.”

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