Abercrombie & Fitch Is Supercharging Its eCommerce Potential
As eCommerce becomes an ever more potent force in the world of retail, brands the world over are searching for ways to make their online presence more powerful and draw increasing numbers of customer into the fold.
During the COVID-19 crisis, we saw a significant surge in the volume of sales being made online as people stuck inside under lockdown restrictions searched for entertainment, fitness, DIY, and homeware products, as well as some simple retail therapy-based relief from the drudgery.
Clothing probably didn’t fit into this pattern particularly well – although loungewear producers and retailers likely made out like bandits – but now we are all venturing outside once again, fashion is definitely back on the menu.
Abercrombie & Fitch
Casual wear focused American lifestyle retailer, Abercrombie & Fitch has had its ups and downs in recent years but has now found itself experience something of a renaissance.
In 2021, the Ohio-based retailer posted its best income performance since way back in 2008, closing almost 8% higher after the fashion apparel house released some strong numbers for the three months to May 1.
Much of the reasoning for this burst in operational performance has been attributed to the brand moving away from its physical department stores – partly driven by the needs of the pandemic no doubt – and an increased focus on digital innovation in the eCommerce space.
"We have made great progress in transitioning our customers from a wait-for-sale mentality to a buy-it-when-you-see-it one," said CEO, Fran Horowitz at the time. "We are firing on all cylinders and experienced our best Q1 gross margin in over a decade in A&F women’s, Hollister kids, boys, and girls."
The next step in Abercrombie & Fitch’s omnichannel strategy involves an innovative partnership with American online shoe and clothing retailer, Zappos.
The new partnership will make Abercrombie & Fitch’s signature clothing lines available on Zappos’ platform and expand the customer base the retailer can penetrate. From August 2021 customers have been able to shop Zappos for Abercrombie & Fitch favorites, including Abercrombie's high-quality, size-inclusive denim and essential tops for adults and kids.
The Abercrombie & Fitch/Zappos team will also come together to create an exclusive footwear capsule available only on their respective eCommerce platforms, featuring a wide range of sizes and designed to perfectly partner with Abercrombie & Fitch’s denim fits.
"We're constantly focused on listening to what our customers need and want from us. In our stores and across social media, they have voiced their desire for footwear to complete their outfits." said SVP and Head of Marketing at Abercrombie & Fitch, Carey Collins Krug. "We design with the intention of making every day feel as exceptional as the start of a long weekend, and we're so proud to now bring that vibe to the entire outfit, head-to-toe, with our friends at Zappos. In addition, we're excited Zappos is offering some of our most popular and in-demand products on their own seamless experience."
Same Day Delivery
Another string in Abercrombie & Fitch’s new eCommerce bow comes in the form of making same day delivery available nationwide.
The feature was already available for some Abercrombie & Fitch Stores, but the retailer has now announced that all 540 Abercrombie & Fitch, abercrombie kids, Hollister, and Gilly Hicks stores, will be offering the service, made possible through innovative partnerships with Uber, Shipt, Postmates, Roadie, and software provider Delivery Solutions,
Same day delivery will be available within a limited range from Abercrombie & Fitch locations based on the provider. Each Abercrombie brand’s website features a Get It Fast filter which helps customers locate products available for same-day delivery, or shoppers can choose the option at checkout. The retailer charges $10 for the same day service, and a wide assortment across its offerings at all brands is available, with customers able to opt into tracking updates via text if they want to keep tabs on their order at every step of the journey.
"Same-day delivery supports our goals of meeting our customers where they are and delivering our product to them when and how they want it, particularly as we approach the holiday season," said Executive Vice President for Supply Chain and Procurement at Abercrombie & Fitch, Larry Grischow in a press release. "We always aim to provide an excellent fulfilment experience for our customers that includes choice and fast delivery options."
Final Thoughts
It’s encouraging to see a classic American brand like Abercrombie & Fitch find its way back from difficult times and finding renewed relevance in the modern eCommerce market. By focusing its energy into understanding the needs and expectations of the modern customer and making changes to meet them, it looks like the retailer is going to be around for a long time yet.
You can hear Abercrombie & Fitch EVP and Chief Digital & Technology Officer, Samir Desai, speak at eTail Boston 2022, taking place in August at The Sheraton, Boston.
Download the agenda today for more information and insights.