A&F celebrates Year of Snake with new store and campaign

American fashion brand Abercrombie & Fitch (A&F) has unveiled its newest GETAWAY concept store at New Town Plaza, Sha Tin, as well as a new campaign ahead of Chinese New Year. 

The new store, inspired by a “Getaway Moment,” aims to offer customers a relaxing and unique shopping experience. The gesture also shows A&F’s effort to strengthen its retail presence in Hong Kong and commitment to the Asia-Pacific market. 

Conveying American fashion with a leisure tone, A&F aims to make customer’s every day feel as exceptional as the start of a long weekend. To celebrate the upcoming Year of the Snake, the launch of the store also comes with a new year campaign starring brand ambassador Li Xian. 

Donned in the festive collection, Li portrays the fusion between traditions and fashion effortlessly, capturing the brand’s relaxed yet unique identity and delivering the Getaway concept perfectly. 

The campaign sees Li stepping into the new concept store inspired by “Modern Holiday,” where a fully immersive shopping experience brings the brand’s lifestyle philosophy to life. It invites customers to embrace a vacation state of mind anytime, anywhere, and offers a sense of relaxation even in the heart of a bustling city. 

Furthermore, A&F also rolled out the theme of "Seize the Moment," encouraging customers to get together with their friends and family during this season of reunion, embrace the festive spirit, and step into the new year feeling radiant and confident. 

The new concept store also features YPB (Your Personal Best). Blending style and functionality, YPB aims to support everyone on their journey to achieve their best selves. 

Meanwhile, on the same day Hollister, the sister brand of A&F, also celebrated the opening of two new Hollister House concept stores at New Town Plaza, Sha Tin and MOKO, Mong Kok. 

The new spaces are all about bringing life to the brand’s value of “Clothes made for capturing moments, creating memories and being unapologetically you.”

During the opening, customers can enjoy exclusive offers and shop for the festive collections in-store to create their one-of-a-kind style during this holiday.  

The new concept stores, with their clean and modern design accented with American vintage décor, invite customers to escape the hustling-and-bustling city life to embark on an impromptu journey to California, all through a new and memorable shopping experience. 

In addition to the two already popular stores, the opening of the two new Hollister House concept stores further expands the brand’s footprint in Hong Kong. The brand also engaged a wider audience by inviting visitors to snap their new year outfits at its in-store photo booth from 17 until 19 January.

MARKETING-INTERACTIVE has reached out to A&F for more information.

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