Come 10 in the morning on 15 December 2011, there will be a queue at the spanking new Abercrombie & Fitch store along Orchard Road. Or at least that’s what the brand expects will happen on the day they finally open their doors to the public.
Their secret weapon? Bringing in shirtless greeters (a A&F trademark if you must know) from their A&F stores around the world, including France, Italy, Japan, Spain and of course, USA and having them welcome shoppers as they make their way into the labyrinth of darkened corridors, loud club music and sales assistants looking as if they’re out clubbing on a Saturday night.
Which was the experience I had when I visited A&F stores in London and Tokyo, complete with same darkened corridors, loud club music and sales assistants looking as if they’re out clubbing on a Saturday night. Didn’t buy a single piece of apparel in the end, but boy was it fun.
YOU SHOULD SEE: A&F To Open At Knightsbridge!