LAUNCHED IN 2010, THE SITCH ON FITCH BECAME THE INSPIRED, RESPECTED BRAND OF PASSION OVER THE ACHIEVEMENTS AND PRESTIGE OF ABERCROMBIE & FITCH CO. (ADMIRATION FOR ITS PAST GOING BACK TO 1892 AND FOR THE MODERN-TIME HEIGHTS OF THE MIKE JEFFRIES ERA); IT WAS OFFICIALLY, POSITIVELY RECOGNIZED BY A&F HOME OFFICE BY APRIL 2012, WITH A DIRECT EMAIL TO THE EDITOR-IN-CHIEF, DURING ITS GROWTH AS THE ONE-OF-A-KIND, MULTINATIONAL ONLINE PUBLICATION, WITH HIGH-GRADE PRESENTATION WHICH EVOLVED OVER ITS RUN, FOR RELEVANT, UNIQUE, IN-DEPTH BUSINESS, CULTURE, AND STYLE CONTENT FOR THE COMMUNITY OF CUSTOMERS AND ASSOCIATES WORLDWIDE (MONTHLY PAGEVIEWS SURPASSED 110K BY AUGUST 2012); AND IT WAS FOLDED BY SEPTEMBER 2015 AFTER THE DECEMBER 2014 RETIREMENT OF MIKE JEFFRIES AND THE EDITOR-IN-CHIEF'S DISTASTE WITH THE FURTHER DEGRADATION OF THE COMPANY BY ITS NEW MANAGEMENT. WITH CONTENT BY THE PERSPECTIVE OF DEVOTED CUSTOMERS AND ASSOCIATES FROM AMERICA, EUROPE AND FAR EAST ASIA, THE SITCH ON FITCH (2010-2015) REMAINS AS A HISTORICAL, ZEITGEIST ONLINE PUBLICATION OVER THE FINAL YEARS OF THE MIKE JEFFRIES ERA. THIS SITE WILL BE REVAMPED SOON TO OFFICIATE AN INTELLIGENT ARCHIVE FOR THE USE OF ALL PARTIES INTERESTED IN THE CONTENT PUBLISHED DURING THE PUBLICATION'S ORIGINAL RUN.

Wednesday, October 31, 2012

An A&F Guy in Dublin! | Abercrombie & Fitch Dublin Press Preview Event...

The opulent interior of A&F Dublin as seen during the Press Preview Event!
Image courtesy of Abercrombie & Fitch Public Relations.
Hi! I'm Patrick and I'm covering the Dublin opening of Abercrombie & Fitch.

On the afternoon of October 30, I joined a small select small group of journalists and press invited by Abercrombie & Fitch to preview their new Dublin Store in what they called the Press Preview Event.

Abercrombie & Fitch is rumoured to be paying rent of up to €750,000 ($972,000) per annum for its premium building on Dublin’s College Green. The building has been sitting idle for many years now...in a previous life being a Habitat Store, and before that a Bank. When Habitat withdrew from Ireland, there was much talk about whom would take over the building. The usual companies like Abercrombie to Apple were hyped, but it took another 5 years or so before Abercrombie announced their intentions. By this stage, the building had been subdivided: one half going to Cult, which operate a Superdry Store onto Suffolk Street, and with Abercrombie taking the other half facing College Green.

My exclusive press pass.
For months the building was covered in the iconic A&F torso banner; it had to be removed a few weeks earlier, in late-September, due to planning permission issues. What was going on behind that banner? The October 30th Press Preview Event would reveal all. The store was once held in flagship status, but has since been demoted to Tier 1, with flagship trimmings, so I was eager to find out what this meant and how it would compare to other “real” flagship stores.

I arrived just before 2PM expecting to walk right in for the event, but noticed a line forming separate to the “hot guys” line. Yes those “hot guys” as Abercrombie calls them are the models flown in for the launch. In total 50 of them. They’ve been taking shifts in standing outside the store since Friday and are causing a right stir. It’s half term week in Ireland and every school girl and “mammy” appears to be making it their mission to get into the city for a photo with these lads. After checking in with the local PR company running the launch, I was handed my visitors badge and awaited further instructions.

Outside the store, we were introduced to the US PR/Marketing team who are calling the shots today and briefed that no photos could be taken inside. Whilst this is a media event, there wouldn’t be any formal Q&A, but questions could be directed to any of the PR/Marketing team present. With that one of the doors opened slightly and we were ushered in quickly to avoid bringing any extra attention to our activities.

Like any Abercrombie & Fitch, the porch/entrance area is home to the half naked greater and today I was greeted by none other than Sitch on Fitch favourite Chris Evans...






After a picture or two I started my exploration. The backdrop to the porch/entrance area is a massive mural depicting a typical old fashioned sporting event. It must be at least 8 foot high. The massive windows to the front of the store had blinds drawn down to keep the light out. I’ve seen other materials used before, but the careful decision to use blinds works well.

It’s men’s to the right and womens to the left, both take you into the second area of the store, the lounge area as I like to call it. In the centre are four leather sofas with a massive glass chandelier overhead. It’s double height ceilings so there are no chances of feeling claustrophobic. Glass displays flank three sides, each with select t-shirts and bottles of fragrances to try. Behind the glass counters were floor to ceiling displays of brightly coloured clothing, all folded up neatly with perfect spot lighting bringing out their colour.

There are a lot of enthusiastic staff manning each display whilst floor models danced in time with the pumping club soundtrack you’ve come to expect. The music being played is from their Winter/Christmas collection, but unlike other years doesn’t feature any of the classic Abercrombie festive favourites. Nevertheless, this soundtrack to the shopping experience worked just fine for me.

Leaving this section I moved into the third area of the store: mens to the right, womens to the left, again with a massive central area but this one containing the iconic flagship statue of a chiseled male and overhead a dome unique to Dublin. Triple height ceilings are found here; it’s very spacious and the view from the central area, past the statue to the the dome overhead, is breathtaking. Dark gray columns break up the space along with 9 foot+ tall mirrors. I’ve never seen so many mirrors in an Abercrombie store before.

The lighting, whilst low, could be dimmed some more as Dublin, unlike other stores, is actually not as dark. In fact I felt some parts of the central dome area were over-lit, perhaps due the openness combined with the tall mirrors. I’m sure they will fine tune this in advance of the public opening on Thursday.

They’ve done a great job in filling the space with their signature FIERCE fragrance. I will never tire of it and took many opportunities to top up the scent on both my skin and clothing. However, in some parts, particularly around the changing areas, the smell of newly finished building work was still present. The changing rooms are small, only four on each side. But they are well lit and include backlighting behind the mirrors in each cubicle. It’s standing only in there as there aren’t any chairs inside the cubicles or outside the changing area.

Moving to the back of the store in the center, you have the registers. Space is tight here and I might be concerned about crowd control around their lines. Abercrombie's sibling store in Dublin, Hollister Co, is well known for having longer lines for the registers then the changing rooms. I’ve once spent 45 minutes waiting to pay there on a week day.

By now you might be asking what about the other levels. There are no other levels. This is the first Abercrombie & Fitch international store I’ve visited to be finished on one level. I did ask if this was intentional, or a downside of being demoted to tier 1 status, to which I was told it was intentional. The store size has been designed to keep the flow and movement of people tight and controlled without feeling too small or big. Dublin has a population of around 1 million so footfall past and through those doors will not be as great as other cities. So perhaps the layout and size will work. They do have space on the two levels above, but they are being used for storage. I can only wonder if flagship status had been retaining if another level would have been introduced or explored. Yes it would have cost more to fit, but the height and room is there and that sense of greater exploration is something missing from the store.

For years now, Irish teens and older fans have been wearing Abercrombie & Fitch clothing imported from America or the UK. Personally I travel to New York each and every November on my A&F 5th Avenue Flagship pilgrimage. The prices here in Dublin are quite high compared to America. In fact they’ve done “an Apple” and swapped the $ for a € on most items. But it’s on colognes you see the biggest mark up. A 200ml bottle of FIERCE retails for US$98 in America, whilst here in Dublin it’s EUR€120 (US$156), some 52% more expensive. That said, you are getting the full Abercrombie experience closer to home, they are hiring local staff, and they are paying local rents, so prices will be high here.

I’ve touched on the atmosphere of the store, and really it’s top quality. The staff, all young and mostly Irish, all seemed excited to see people in their store which up until now had been off limits to outsiders. They had been taught the Abercrombie customer service techniques and greeted me with “hey what’s up?” at every moment. Some people will not take to this level of attention, others will just play along in their best Irish-American accent. The air smells FIERCE, the lighting is nicely-dim. The music is pumping and everyone is smiling. All that is missing is the bar and you’ve got the makings of a perfect Saturday night, but seven days a week, on College Green.

Abercrombie & Fitch opens it’s doors and let’s it’s fragrance-filled-air out for real on Thursday, November 1st at 11AM. Expect lines and expect lots of “hot guys” with abs and smiles. The store is bound to be a massive success given it’s location in the middle of Dublin City Centre - a position right in our shopping and college districts. It will be open 7 days a week. I can’t wait!

Thanks to Abercrombie & Fitch PR/Marketing for extending the invitation for this event to myself to cover for The Sitch on Fitch...

Patrick


View the video report below!...

 


Join the FIERCE conversation for A&F Dublin on Twitter...



#AFDublin


Tuesday, October 30, 2012

Check Out This Video! | Abercrombie & Fitch Dublin Correspondent Talks About the Upcoming Opening...

Quite a massive load of people are overwhelmingly excited for the opening of Abercrombie & Fitch in Dublin! For months, The Sitch on Fitch has been providing fans worldwide with details on this highly anticipated store. We definitely could not have done our fantastic job fully without the awesome contributions from our Dublin correspondent, Patrick. He was one of the lucky select group of people who got to explore A&F Dublin on Tuesday afternoon, October 30, before it opens doors to the public on Thursday, November 1!

Listen to Pat about all that he's got going on as the countdown to the big opening day continues... Video filmed on October 29.

Check Out This Video! | Abercrombie & Fitch Munich Models Participating in FANTASTIC Fan-Made 'Call Me Maybe' Video...

Hey, everyone! How's it going? Our German contributor recently came across this fantastic fan-made video of a cool Abercrombie & Fitch fan – YouTube username 'MowiineFan' – who got some of THE HOTTEST GUYS in Munich dancing with her to Carly Rae Jepsen's Call Me Maybe. It's a short vid, and the fan humbly states that it is not as great as the official A&F version, but we think it's just as awesome...if not more!...and we definitely LOVE IT!

Your stare was holdin'....ripped jeans, skin was showin'... Totally describes our favorite guys! Watch it now!

Saturday, October 27, 2012

An A&F and Hollister Girl in America! | Introductions and Christmas!

Hey Everyone!

My name is Aimee and I will be writing for The Sitch on Fitch as the "A&F and Hollister Girl in America".  :) I'm excited to add another girl's voice to the blog and I can't wait to write all about Abercrombie and Hollister in their home country. :)

I love the causal luxury of Abercrombie and the laid back Hollister vibe. <3 The Privileged Prep and So Cal Pretty collections were definitely my favorites last season. Especially the easy fit sweaters in the collections...



Womens Point Loma Sweater. Holister Co.



It's totally an honor to be a contributor for this fabulously fierce blog. :)

You know, this is my favorite time of year. After weeks of waiting, it's finally Christmastime at Abercrombie! What's more fabulous than Christmas at Abercrombie?

I'm in love with the cozy A&F Vintage and flirty Date Worthy layered collections.



Womens Gemma Sweater. Abercrombie&Fitch.

What are your favorites in this season's collections?

Check back every Friday for some more fabulous fashion and style news in the States from me. :)

Until then... Stay Fierce!
~Aimee <3

Friday, October 26, 2012

Abercrombie & Fitch in Dublin! The FIERCE Countdown has Officially Begun...

Buildings tend to look even better when adorned with chiseled boys!
It has been more than a year in the making...and the big day is finally drawing ever more near! On October 26, at 11:00AM (Western European Time), THE HOTTEST GUYS stepped on out at 34 College Green to officially commence the countdown for the opening of Abercrombie & Fitch in Dublin! Outfitted with FIERCE red jackets, dark wash jeans, and classic leather flip-flops for this openings season, the guys have arrived to spread cheer and engage the stoked fans in a furry of excitement for Ireland's first A&F location... Opening on Thursday, November 1, at 11:00AM, the highly anticipated inauguration is set to be the hottest event in town!



Click on images to view larger!









This is just a preview... View MORE exclusive images from the 'THE HOTTEST GUYS in Dublin for Abercrombie & Fitch!' photo album on The Sitch on Fitch on Facebook (here)!

Stay FIERCE!

P.S. Our awesome Dublin correspondent, Patrick, has also provided all of us with this very fantastic video of the fellas making their debut at 34 College Green! It's a video you'll wanna see for yourself...



The Sitch on Fitch greatly appreciates its Dublin correspondent, Patrick Mooney, for the video and for the images on 'THE HOTTEST GUYS in Dublin for Abercrombie & Fitch' photo album. The video and images are by Patrick Mooney for The Sitch on Fitch. Images may not be used/altered without permission by the owner.

GET THE LOOK! | The Store Models of Abercrombie & Fitch in Munich...


















SHIELD AGAINST THE ELEMENTS...

ABERCROMBIE & FITCH – MENS OUTERWEAR
A&F ALL-SEASON WEATHER WARRIOR JACKET
Shown in navy
US$120

Check it out (here)!






THE MOUNTAINS ARE CALLING...

ABERCROMBIE & FITCH – MENS SHIRTS
ROLLINS POND FLANNEL SHIRT
Shown in green plaid
US$68

Check it out (here)!






KEEP WARM IN THE COOLEST CONDITIONS...

ABERCROMBIE & FITCH – MENS TEES
GIANT MOUNTAIN HENLEY
Shown in heather gray
US$58

Check it out (here)!






RUGGED, LIGHT, AND SWIFTLY STYLISH...

ABERCROMBIE & FITCH – MENS JEANS
A&F SKINNY JEANS
Shown in destroyed light wash
US$88

Check it out (here)!







WOVEN CHIC ON SHOULDERS...

ABERCROMBIE & FITCH – WOMENS SWEATERS
TATUM SWEATER
Shown in cream
US$78

Check it out (here)!






BARE A LITTLE SKIN...

ABERCROMBIE & FITCH – WOMENS TANKS
SHEA TANK
Shown in pink
US$20

Check it out (here)!






EVEN CASUAL, SHE SHINES...

ABERCROMBIE & FITCH – WOMENS JEANS
A&F BOYFRIEND JEANS
Shown in destroyed light wash
US$98

Check it out (here)!














Abercrombie & Fitch Munich Opening Highlighted in the Popular Newspaper BILD!

Hey, everyone! How's it going?! Yesterday's opening of Abercrombie & Fitch and abercrombie kids in Munich was so amazing! Naturally, it was covered by German news media with intriguing video footage and interviews with the THE HOTTEST GUYS and the fans. Our wonderful German contributor Sabrina shares with us this cool piece from the local Munich edition of the newspaper BILD which states "Munich now smells like Abercrombie & Fitch"...






Stay FIERCE!

Thursday, October 25, 2012

FIERCE Euphoria! | Abercrombie & Fitch in Munich Now Open...

Let the music blasting and FIERCE spraying commence!  |  (image source)
The day arose fresh and charged as sunrise gave light to the awesome city of Munich! Abuzz with heightened sentiments of joy and excitement, the city played as setting to yet another beautiful opening of the globally-iconic Abercrombie & Fitch! Another key moment in history, the all-American force has opened doors to its third majestic location in Germany – a country which is henceforth the only other in the world with more sites of FIERCE cool outside of the United States. Clearly, A&F loves Munich...and the whole of Germany loves Abercrombie & Fitch...

As the capital of the naturally breathtaking and quintessential state of Bavaria (Bayern), Munich (München; also called "Muc" by locals) is the region's epicenter of unique culture and cool. Captivating millions of visitors from the world over, München is a powerhouse of hard work and good times...for nothing is it Germany's strongest economic center, the nation's most livable city, and a magnet for business and travel!

But opening in a world class city is not enough for Abercrombie & Fitch. Keeping true with its tradition and penchant for spots of cultural significance and ties, the Company secured a contract, by the latter-half of 2011, to set up premises at Sendlinger Straße 8. (The German eszett ß is interchangable with ss: straße/strasse). While one could have assumed A&F would have been at home at Maximilianstraße among the high concentration of upscale brands, the selection of Sendlinger Straße is equally fitting; it is one of the oldest shopping streets in Munich where family-owned stores, for numerous generations, were exclusively found before the coming of international companies. Located in the historic heart of Munich that is the Altstadt, Sendlinger Straße is a walk away from the city's main central square – the historic and renowned Marienplatz. ...Modern cool only a nice walk from history!

Construction at Sendlinger Straße 8 was part of a greater redevelopment construction project by the Hofstatt company... Abercrombie & Fitch came in as one of many other retailers to become a part of this redevelopment in the Altstadt. (Hollister Co will be opening in Spring 2013 its EPIC Munich location around the corner from Sendlinger Straße on Färbergraben street). No advertising for Abercrombie & Fitch was ever put up in front of Sendlinger Straße 8 during the construction process. Nevertheless, that did nothing to dampen the awareness of the coming of Abercrombie & Fitch to the city!

The completion of the construction and furnishing process came by early-October 2012 when the dust was being cleared outside and the merchandise brought in. Soon enough, THE HOTTEST GUYS arrived in Munich and began heating things up on Friday, October 19! Handsome and always sculpted, their FIERCE red jackets, dark wash jeans, and classic leather flip-flops became the hottest look in München! Stoked fans mingled and enjoyed fun times as countdown began for the anticipated affair...

Like impenetrable gates to a stronghold of all-American cool, doors to Abercrombie & Fitch in Munich opened on Thursday, October 25 at 11:00AM (Central European Time)! The fantastic fans are now welcome to explore the best of the A&F Lifestyle throughout three levels of unparalleled shopping experience. The mens selection goods is found the ground floor, while women will find the materialistic desires of any A&F girl on the second level. As A&F Munich is a dual Abercrombie & Fitch / abercrombie kids flagship store, the childrenswear is housed on the third level. Changing/fitting rooms are located on the second and third levels, as are the cash wraps/tills for making your purchases (long lines of waiting to be expected)... And of course there is always an awesome greeter with whom to take a photo as the epitome of unforgettable memories!

Abercrombie ladies and gentlemen, this was a totally amazing day...




MUC LOVES A&F!




A&F LOVES MUNICH!






Stay FIERCE!