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01_abercrombie kids

concept + prototype development

LEAD DESIGNER + PROJECT MANAGER

2017

Given a blank slate, I developed the aesthetic and details of this complete rebrand from concept through construction. I wanted it to be sophisticated enough to attract parents, but playful enough for children to stay. An "outdoor adventure" was the underlying thread that tied the store to the heritage of its parent brand, Abercrombie & Fitch. The environment was to be a compliment in palette to Abercrombie & Fitch's new prototype- not a miniature replica as the brands once stood.

RESPONSIBILITIES

  • all conceptual content and presentations to senior leadership for approvals

  • worked directly with vendors to convert sketches and material boards into approved shop drawings and samples in coordination with in-house Global Procurement team

  • rolled shop drawing details into a prototype template and master construction documents in coordination with external Architects and Engineers

  • laid out the first batch of potential stores in coordination with in-house Real Estate, Visual and Store Operations teams

  • executed the first store through construction and opening in coordination with in-house Construction Project Manager and external General Contractor

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LOOK INSIDE THE NEW-LOOK ABERCROMBIE KIDS STORE AT EASTON

After launching remodels of Hollister and Abercrombie & Fitch, the company is applying some of the lessons learned to the kids business, too, getting better sales from smaller, more technologically integrated stores.

- Dan Eaton, Staff Reporter

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ABERCROMBIE KIDS STORE

OPENS NEW FORMAT AT EASTON

The prototype store is "really refreshing that there's a renewed focus on the kids," said Lee Peterson... "In the past it was a sub brand - just doing what they did with the mother brand, only smaller. Now it's becoming more of their own brand. They're focusing on what kids want, and taking smart things from other stores... They're absolutely going down the right trail."

 - Tim Feran

 

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ABERCROMBIE KIDS STORE

SHOWCASES STUDENT ART

Six Central Ohio students earned the honor of having their artwork featured in the abercrombie  kids store at Easton. All were winners of a contest organized by the nonprofit National School Art Collective and sponsored by Abercrombie & Fitch.

- Tristan Relet-Werkmeister

PROUDEST DETAILS

hand-drawn fitting room wallcovering

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partnered with local school districts for art gallery wall

HARDEST HURDLES

tight budget

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small footprint

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Hurricane Harvey

LESSONS LEARNED

you don't need a big budget

or big space to make

a big impact

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