Comments on: In Tokyo, Abercrombie Misses Its Mark

By: Mike

Mike — Fri, 02 Sep 2011 05:25:07 +0000

I agree I went to the Ginza store a couple of months back. Before I could find the store, I could smell it from the metro exit and followed the overpowering cologne until I found the building. There were the usual arrogant `models` on the door – really not my type but they loved themselves nonetheless. Then a long line to wait for the only elevator to take you to the middle floor where you either walk up or down depending on gender. The store is way too dark, way too noisy and way to perfumed to be able to actually buy anything. My friend actually got sick and left because of the over-powering fragrance. Despite this, the store was packed with a line going down the stairs waiting for the changing room. Products are way, way over-priced. Over 12, 000 yen for a shirt? Seriously? There was a time I liked their clothing, but now it is just to ubiquitous. It used to be though of as exclusive in Japan, now it is just considered overpriced – everyone knows you can buy it half price on the next vacation to Hawaii. RIP.

By: Iz at very pashmina

Iz at very pashmina — Mon, 18 Oct 2010 14:42:14 +0000

Really interesting article! It would be great to see a follow-up A&F Tokyo 1 year on to find out what actually happened.

You’re advocating benchmarking and conformity… which appears very sensible but will ultimately lead to a homogeneous product or retail experience.

If A&F are going down the differentiated route with their eyes open (rather than simply through ignorance / arrogance) then this is an extremely brave strategy…. which could either crash and burn or lead to high profits by attracting a loyal niche.

Let’s see if that niche exists (and in sufficient quantity) in Japan?

By: CER

CER — Sat, 16 Oct 2010 20:55:52 +0000

I read all of the comments – that is who interested I am in what everyone has to say on A&F Ginza. And for the record, no, I am not am A&F employee. I, however, have been followign the company’s movements very closely since 2006. I just want to make some things clear…

A&F’s image and its location in Ginza: Ginza, as we all know, has a reputation for being upscale. Abercrombie & Fitch has been cultivating an upscale image since the introduction of its ‘Casual Luxury’ trademark in 2005. In the States, my peers in high school would often remark about how expensive and “for rich people” A&F is, and would call me rich for wearing it as a result. Um, A&F is not Chanel, so I disagree with that. Nevertheless, A&F is upscale for middle-class consumers. Analysts now see the brand as “near-luxury” and have placed it on par with Ralph Lauren. It’s true, no lie. The A&F image is also given a boost because it has Bruce Weber as its exclusive photographer. Weber is one of the most expensive and renown photographers in the business. Have I made my point? NO way is ANY competitor equal to Abercrombie & Fitch, image-wise. So, no, I was not surprised at all by seeing A&F in Ginza.

The instore experience: A&F is meant for young, lively people and not middle-aged consummers. I saw many “old people” inside and, quite frankly, I wondered, “Why?” What is facinating about A&F is the target consumer age is 18 through 22. Yet the brand experiences “universal appeal.” The experience brings in people who, I conclude, if they don’t fit into the demographic, want to feel like they do. A&F Ginza, I feel, could be seen as a “US youth-culture embassy.” You people question why the models dance and speak in English? Because that is the whole point! To make the international consumer feel like they have walked off of their native land and into American “cool” soil. Yes, this typically would affect sales because of the language issue. But this is A&F we are talking about. The experience is drawing LOADS of people inside because of the fact that is SO different from what they have come to expect. Tell me, did you interview 18-22 year-olds for your article Mr. Writer? Jeffries has stated that the A&F lifestyle is not for everyone and that many people who go inside the stores (and happen to disagree with the experience) plainly do not belong. While you may be on key sometimes, if you are a over middle-aged than clearly your opinion does not matter. Flat out, just like that. You are not meant to like the experience – although it is brilliant if you do – because it was not designed to flatter you.

I was shocked by the article. The demand for Abercrombie & Fitch in Japan is so great. The opening was brilliant, and I wish A&F the greatest in its endeavor.

By: folding doors

folding doors — Wed, 08 Sep 2010 09:47:00 +0000

WOW………..!

By: themark

themark — Mon, 30 Aug 2010 02:55:23 +0000

I visited the Ginza A&F in early summer after it opened. I did not however buy anything. This article is spot on, the arrogance of the brand is overwhelming, and is doubly impressed upon shoppers in Ginza. It’s floor plan is too small, the lighting is marginal, and the staff was unhelpful and ignorant of it’s products. I tried vainly for 15 minutes to find a jacket that was displayed on a mannequin. No one knew where it was or how much it cost. After traveling (by stair) up and down repeatedly I finally spotted a non-model staff with a headset and asked him. His reply… we sold out of that a week ago. So… why is it still on display? After that I resolved not to go back. Yesterday though, I was in the neighborhood, and walked up. Two bare-chested door boys pulled open the big doors to reveal a handful of people awkwardly waiting (in the dark) around token hairless naked guy for an elevator while throbbing drum and bass played. I turned right around and walked back out, saying “forget it”. The door boy shouted.. “wait, it’s a clothing store!” My opinion, it’s a homo-erotic disco that also sells overpriced logo shirts. Ah, there’s H&M across the street… here, take my money.

By: Corey

Corey — Tue, 17 Aug 2010 01:10:39 +0000

I worked at AF in college. It was the most bizarre experience. They opening admitted to hiring only good looking people for the front and ugly people had to do the bitch work in the back. Also often times managers would not come if you had a problem at the register. Also if you didn’t want to come to work you really didn’t have to. I often didn’t show up for shifts and still had a job. Because really they don’t “need” you for anything. If someone shoplifts you are suppose to just let them, you do not have to do any folding. Really the only thing was to open the fitting room in the canoe room and then ring people up which basically two people can do. Everyone else is just there for looks and branding. I did like the smell and the loud music; but it is getting a bit dated now. They sell wasp snobby culture at malls lol But it seemed to work as my store was always busy.

By: Alba

Alba — Sat, 14 Aug 2010 06:41:55 +0000

I have just visited the A&F store in Tokyo and it is full of people buying clothes as if it were the last day in their lives. I am so sorry for of all you that are waiting for the A&F end time but I think it is not so close. Moreover, they are planing to open more stores in other countries and people are excited about it. I know it first hand.

On th eother hand, you can fins and buy in A&F on the net…

They very well know what they are doing!

By: krissy

krissy — Sat, 17 Jul 2010 15:49:09 +0000

I actually agree about the prices. People in Japan are trying their best to buy cheaper clothing with good quality, brand names isn’t as important as it used to be. I went there today, and most of the people who left the store didn’t even buy anything. On the other hand, the good looking employees (cute girls/shirtless men) is actually one of the things that people in Tokyo love, I’ve heard girls go there just to get a free picture with a shirtless men, which I also did today with a my friend and sister hehe. People/young people in Tokyo are very open these days that they do like fun stores like A&F, but like I said the price just isn’t worth it anymore. So many stores in Tokyo that are selling cheaper clothing with good quality, or even styles like A&F if that’s what you’re looking for.

By: ed

ed — Fri, 11 Jun 2010 15:22:48 +0000

I am not Japanese, I have been an A&F customer since the late 90s and early 2000 but have not bought much from them for quite some time, both because of unavailability but more so because it’s no longer special and too common. I liked A&F back then because it was only available in the US, and its brand image did appeal. I visited the A&F in Tokyo yesterday and I must say it is not the A&F I remembered. Yes, back in those days the US shops were also staffed by so-called models but at least they were somewhat helpful in customer service. My experience in the Tokyo shop was down-right abominable. Their staff are full of attitude and arrogance and I can guarantee that none of them have been trained in customer service. I was ready to spend some money but after I got into a row with the staff (yes, they scold back) I swear I will never spend a single penny in their shops again.

I think some of the sympathisers here are mistaking between keeping the A&F image and having no service at all. You can hire half-naked “hot” models all you like but they are there to sell and help the customer to spend money. By just dancing and joking around with other staff just won’t do (unless A&F’s marketing strategy is Attitude). The over-priced, no-longer inspiring merchanise just won’t sell themselves anymore. The clothes are all the same every season; you can’t flog a dead horse even with “beautiful” people.

The Tokyo shop is so self-absorbed that they don’t have any shop directory, no signage (haven’t a clue which floor you are on) I find myself in the worst retail experience in a town where I have come to regard as having the best shopping in terms of merchandise and service.

By: shaun

shaun — Tue, 04 May 2010 06:15:37 +0000

Hey, it’s funny no-one mentioned the homoerotic, 1930′s style wall murals in the Ginza store – kinda E.M. Forster meets Hitler Youth. I don’t know how hundreds of images of hunting, running, boxing and soldiering young White American men comes across to your average herbivore J-male, but I’m glad A&F’s staff hiring policy doesn’t reflect those images (anymore).

One European looking staff member only spoke Japanese to me when I was trying on a shirt. I think they need to tidy up their language policy a little bit, though I didn’t actually mind practicing my Japanese with her.

Completely agree with the article, btw.