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Elise Diamantini

EliseD@MRketplace.com

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Abercrombie: Whose Line is it Anyway?
October 28, 2008

Screaming girls, shirtless guys, and…polo shirts with moose emblems? Hmm, these three things don’t seem to go together, unless you’re at New York City’s Fifth Avenue Abercrombie store.

Lately, there are more articles about teens feeling the economic pinch. When MRketplace.com reported September’s same-store sales, Abercrombie's had dropped 14 percent from last year. I couldn’t help but think about the velvet rope and eager young people waiting in line to get in to the ever famous Abercrombie flagship store. I started wondering a couple of things: If teen spending is on the decline then who is shopping, what are they buying and are any of them American? MR’s managing editor Alex and I investigated the situation last week.

Above: A customer gets her photo taken with a shirtless model.

First, there is a velvet rope outside the store, but no one is actually waiting in line. (Lines may only form in the morning when customers await the store’s 10 a.m. opening.) The entrance is monitored by two model-esque male greeters, decked out in Abercrombie duds.

Every so often, a shirtless model approaches the entrance and like clockwork, tween girls scream and fawn over him, taking pictures and creating an absolute mob scene. (A passer-by even asked me if there was a celebrity shopping.) So during all of this crazy hype, we found out where some of the male shoppers were from and what it was they were buying.

Check it out below:

 

1. Jan, 31; Peter, 31

Where are you from? Slovakia

What did you buy? I bought a pair of jeans yesterday and came back today to buy a shirt.

Why did you come to Abercrombie? We don’t have A&F in Slovakia. We also don’t have any “real sales” like you have in the U.S.

2. Thomas, 43; John, 39

Where are you from? Sweden

What did you buy? 4 T-shirts, perfume.

Why did you come to Abercrombie? We don’t have it in Sweden and I wanted to buy something for my kids (Kids are 20 and 22).

3. Anthony, 16; Michel, 17; Pier-Alexandre, 16; Mathiew, 16

Where are you from? Quebec City

What did you buy? A polo shirt ($60).

Why didn’t the rest of you buy anything? Because it is only the beginning of our trip so we will probably come back.

4. Stephen, 21; Claire, 21

Where are you from? Ireland

What did you buy? Jeans and a jumper

How much did you spend? $150 total

What did you think of the store? It’s like a nightclub in there. The fragrance is O.K. but it is a bit strong.

5. Kate and Bernon

Where are you from? London

What did you buy? We bought 2 T-shirts for our kids (who are 14 and 20) and spent about $69 total.

6. Manfred, 40; Andres, 36

Where are you from? Germany

What did you buy? 4 T-shirts, a hoodie and a jacket.

 

 

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