Abercrombie & Fitch is Zeitgeist

with 8 comments

can I take him home? If you want to feel the pulse of NOW, go to the Abercrombie & Fitch store on New York’s 5th Avenue. I went there a couple of times last week and discovered that this place really embodies our Zeitgeist.

The first time I entered the Abercrombie & Fitch flagship store, I was pretty irritated. It’s dark in there.

There are only a few spotlights on the clothes they sell – but these spots really aren’t sufficient to judge what color the t-shirts, sweatshirts and jeans are.

You basically have to guess the exact shade or color. Or you have to drag the piece you want to another corner of the store in the faint hope that the lights will be just a little stronger there… (they’re not)

Mom will never believe these clothes are new

Ah, but what great things Abercrombie & Fitch has: jeans that are destroy-washed, t-shirts with stitched-on lettering that is artfully torn to make them look like they’ve been through a thousand washes and sweatshirts that look like a family of moths had a feast in them, so full of holes are they.

But that’s the style! And everyone wants to have it! The store was always packed whenever I visited it. And almost everyone who went in came out with huge shopping bags.Abercrombie & Fitch shopping bag

Another thing that sets A&F stores apart from places like the GAP or Banana Republic is the music in the stores: it’s loud, it’s constantly upbeat, and it’s always the same!

On my frequent visits to A&F stores in New York last week, I kept hearing the same songs again and again. Which would really get on my nerves if I worked there…

All in all, the music and the scarce lighting make A&F stores feel more like a club than a clothing store.

And don’t forget the scent: that’s something else that is unique to A&F. Go near an A&F store and you’ll be able to smell the place before you see it. The whole shop smells of the A&F fragrance, which they spray liberally over the clothes. I guess they also use it as an air freshener and make the staff put it on.

Models pose as salespeople

And that brings me to the next point that’s so NOW about A&F: the personnel. I don’t want to call them salespeople, because that wouldn’t seem quite right. First and foremost, they are beautiful people.

smooth to the touch and nice to look at I guess their most important function in the A&F store concept is to model the clothes and to make the customers feel like they would look just as gorgeous if only they wore the same A&F outfits.

One day, for instance, all the store personnel were decked out in the same gray sweatshirt (needless to say that they all looked awesome in them). When I went back to the store the next day, I noticed that the place was completely sold out of those gray sweatshirts. I guess the modelling did the trick.

Watching how they do it

Out of curiosity, I then just sat in a chair in the store’s waiting area and watched the store personnel. (The waiting area consists of a couple of lounge chairs, where stressed-out husbands, wives, mothers or friends wait while their loved ones are still lost in the dark maze of the store trying to find just the right outfit).

I sat there for a while and observed what the store personnel were doing. Or not doing. Most of them just stood in pre-assigned places, smiled at the customers and said their hellos and good-byes. And, of course, they looked amazingly beautiful.

One of the salespeople was approached by a few customers and answered some questions, another one folded a couple of t-shirts. But apart from that, they were just a decorative element of the store. What a job…


Smooth to the touch

But the most “zeitgeist” thing about A&F must be that they have a bare-chested guy wearing a pair of A&F jeans standing in the store’s entryway to welcome customers. Pure sex. A&F even supplies a photographer to take your picture with that half-naked hunk. And you get to keep the polaroid to take home.

The polaroid. Not the model.

get the picture

Abercrombie & Fitch Casting

Written by Thorsten

April 24, 2008 at 8:32 pm

8 Responses

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  1. You forgot to mention the prices. A&F, nearly singlehandedly, pushed the average price of “mall jeans’ and cargo shorts up by a ridiculous amount from the mid 90’s through today.

    Couture shit can go for thousands per piece, but how many really get sold? A&F is selling a sick quantity of clothing. Their profit per garment has to be the highest in the mass retailer sector.


    April 25, 2008 at 4:19 pm

  2. […] Fonte: https://tocologne.wordpress.com/ […]

  3. i personally adore abercrombie and hollister. i would still shop there even if it wasn’t “cool”. plus the prices aren’t high at all. it’s high quality! like seriously- you think an 80 dollar sweater is expensive????? well then, you must be poor. sorry…


    December 6, 2008 at 4:28 am

    • I work at the A&F and I can tell you that the poor is you.
      You spend 80 bucks on a hoodie made in China Cambodia or Philippines…Quality is really bad…Would you ever spritz some Fierce on a real high quality shirt?
      I guess not.
      Save your 80 bucks on something that really worth it….for sure not stupid insignificant clothes.

      Can't tell you or maybe I got fired :)

      April 11, 2010 at 11:57 am

      • get the abercrombie one because you really seem to want it, if you end up wanting the Hollister one still, just wait a bit, then buy it, since you get a discount on it 🙂

        abercrombie coats

        December 28, 2010 at 11:10 am

  4. I personally think you’re a mindless tool. Do you really think an 80 sweater is reasonable for most high school kids? I’m happy for you – it must be nice to have your idiot parents subsidize your worthless existence. Perhaps someday you’ll realize that the clothes you wear do nothing for the fabric of your character.


    December 6, 2008 at 5:56 am

  5. […] personal account of how one blogger (To Cologne Blog) sees Abercrombie, after checking out their stores, to see what the fuss was all about first hand. […]

  6. Hi there, just wanted to say, I enjoyed this article.
    It was practical. Keep on posting!

    servicii seo

    March 1, 2013 at 12:22 pm

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