Abercrombie Brand to Reenter Hong Kong Market

Abercrombie & Fitch Co. will reenter the Hong Kong market by the end of this year.
The specialty apparel retailer has signed a lease with Wharf Holdings to open an Abercrombie & Fitch store at Wharf’s flagship property, Harbour City. Harbour is the largest mall in Hong Kong — it includes shopping, dining, entertainment and sightseeing — and has more than 80 million visitors a year.
The Harbour City site will be Abercrombie’s first overseas store to incorporate its updated retail prototype for the Abercrombie & Fitch brand. The first concept store was opened earlier this year at the Polaris Fashion Mall in Columbus, Ohio.
The company has learned from refreshing its Hollister brand’s store concept that it can improve productivity through brand engagement and conversion, even though the newer stores have smaller footprints.
The Polaris site is 4,860 square feet, and while there are fewer stockkeeping units, the smaller space also provides the store with a boutique ambience. The store at Harbour City is about 6,800 square feet, and is designed with facilities on site that allows for both brand engagement and encourages product trial. According to a spokeswoman, the new Hong Kong store is “significantly smaller” than the one the company vacated

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