abercrombie & fitch
by Stephen Garner

abercrombie & fitchOhio-based retailer Abercrombie & Fitch will unveil a new store prototype at central Ohio shopping destination Polaris Fashion Place in early 2017 as part of the company’s continued rebranding efforts.

The debut of Abercrombie & Fitch at Polaris Fashion Place will herald a new direction for the brand with a new store aesthetic and updated merchandise selections. The brand’s new approach is aimed to attract loyal Abercrombie & Fitch shoppers, in addition to a new generation of customers, who may appreciate the casual luxury brand.

“We are looking forward to launching our first A&F prototype in Polaris, a great fashion destination right in our backyard, which will allow us to receive customer feedback firsthand,” said Fran Horowitz, president and chief merchandising officer for Abercrombie & Fitch Co. “With the strong performance we are seeing with our new Hollister prototype, the updated A&F store will also deliver a differentiated and elevated experience for customers, and will highlight how we are evolving as a brand.”

“It is exciting for Polaris Fashion Place to be the launch site of Abercrombie & Fitch’s latest prototype store,” added Bruce Goldsberry, general manager at Polaris Fashion Place. “As Columbus’ most fashionable address, the center has long been a test market for nationally recognized brands and new retail concepts. As a result, we continue to exceed shopper expectations by providing them with the brands they seek and new experiences for them to enjoy.”