Abercrombie & Fitch opens in Westfield London

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As a brand, Abercrombie & Fitch had a longish ‘moment’ a few years back and then seemed to take something of a backseat to the likes of Jack Wills and others. But now it’s back and in Europe it has just opened a store in the Westfield London mall in the UK capital’s Shepherd’s Bush.

This is a two-floor store for our times with digital screens replacing the pictures and moose heads that used to be the hallmarks of an A&F interior. There is also a web-browsing desk, just inside the main entrance with a digital sign urging online shoppers to head upstairs to the click & collect desk.

It may be an Abercrombie & Fitch with all that this entails as far as styling and merchandise is concerned, but this is a big move on from the stores where half naked youth used to strut around the interiors (and stand guard at the entrance), making anyone over 25 feel uncomfortable and inadequate.

After a conspicuous absence, it may just be that A&F is about to stage a major return.