Abercrombie & Fitch Co. is aggressively marketing its upcoming Hollister flagship in Manhattan as “The Epic Hollister Store.”
The four-level, 40,000-square-foot flagship, Hollister’s first unit in New York City, will open at 600 Broadway at the southeast corner of Houston and Broadway in SoHo on July 16.
Hollister is holding castings to find “the coolest, best-looking” store models (boardshorts and flip-flops required) and offering the chance to appear in the advertising, which is photographed by Bruce Weber. A&F’s marketing typically features bare chested young men.
To further evoke its laid-back, beachy, Southern California attitude, Hollister has launched HCORideTheWave.com, a promotional Web site apart from the main Hollister site. The new Web site features electronic postcards, directions to the SoHo flagship, a short film with computer graphics of the flagship, and a ticker that counts down the time remaining until the opening.
The store hopes to perk up Abercrombie’s depressed sales trends as of late and will be pivotal in determining the rollout pace of A&F’s strategy to open flagships around the world in capitals and major cities. European openings include the launch of an Abercrombie & Fitch flagship in Milan in October. Asian expansion includes an 11-story Abercrombie & Fitch opening in December in Tokyo’s Ginza district.
Hollister has a strong teen following and is geared to 12- to 24-year-olds. Last quarter, Hollister’s comparable-store sales were down32 percent to $262.4 million. A&F overall reported a 24 percent decline in sales last quarter to $612.1 million from $800.1 million in the year-ago period. The company lost $26.8 million against earnings of $62.1 million in the year-ago period.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast