Abercrombie opened a flagship in Tokyo in December. A line of 1,000 had formed by the time the store opened at 11 a.m., as Japanese customers crowded the entryway to take cell-phone snaps of the front door and signage. Though rugby styles are hugely popular in Japan right now, enthusiasm may be waning for the store, which Business of Fashion reports is deeply flawed. Its problems are as follows:
1. The Tokyo Abercrombie's prices are double the chain's American prices, which are high enough. Abercrombie probably figures they can get away with charging a lot more than their competitors (like American Eagle) here, because they offer fun bonuses for shopping in the store. Such as the shirtless male models and scantily clad female models running around trying to smile at you and make you feel awkward. But that doesn't work in Tokyo, which brings us to No. 2.
2. Japanese customers don't want to see chiseled, bare pectorals. Despite the awkwardness for even American customers, it's always fun to mosey into Abercrombie and giggle and pretend like you're not looking when you really are (and then walk out without buying anything, of course). But Japanese customers have different cultural values. Business of Fashion reports:
[M]any of the male staff members have their chests exposed. Sex appeal may be a big part of the brand’s charm in the United States, but this particular masculine ideal of a “ripped chest” is completely out of sync with current Japanese fashion culture and the constant presence of half-naked men is off-putting to the Japanese customer — especially when crammed into tight spaces like elevators.
4. The staff is mostly American, forcing Japanese customers to awkwardly speak English with them. Speaking to someone whose nipples are exposed in a sea of clothed people is strange enough without trying to do so in a foreign tongue.
5. The salespeople act like buffoons:
The staff also fails to follow widely recognized principles of Japanese politeness. They are boisterous and many sing and dance along with the songs piped through the Ginza store, making the relatively cramped sales space feel even more claustrophobic for consumers.
6. The store reeks of cologne, which is piped through the ventilation system. However, the Japanese are averse to cologne and perfume. Business of Fashion says the stench is so bad in the Tokyo Abercrombie, you smell for days after.
In Tokyo, Abercrombie Misses Its Mark [Business of Fashion]
Most Viewed Stories
Mary-Kate Olsen Strains Every Muscle in Her Face in an Attempt to Smile
Former Miss Universe Becomes U.S. Citizen So She Can Vote Against Trump
Area Woman Interrupted by Man 25 Times in 26 Minutes
Hillary Clinton’s Sickest Debate Burns
2009 Called — It Wants Its Vogue-Versus-Bloggers Fight Back.
22 Intimate Lost Photos of Marilyn Monroe
The Fashion Executive Who Doesn’t Wear Underwear on Dates
25 Famous Women on Being Alone
Naomi Watts and Liev Schreiber Are Separating After 11 Years Together
Uh-Oh, Is Rob Kardashian Feuding With Kylie Jenner?
From Our Partners
The Zoe Report
powered by PubExchange
Latest News from The CutGigi Hadid Wants Women to Know They Have the Right to Fight Back
She opened up about her recent assault.How Kathryn Minshew, CEO and Founder of the Muse, Gets It All Done
On veggie squeeze packets, “zombie meetings,” and teaching herself how to become organized.Perhaps This Narcissist Lizard Will Seem Familiar
This week’s “Bermuda Square” comic strip.Donald Trump Spent the Morning After the Debate Fat-Shaming Miss Universe, Again
He doubled down on his comments on Fox & Friends this morning, calling her weight “a real problem.”There’s No Excuse for Not Registering to Vote Because #OurVoteCounts
Register to vote with the Cut.The Novelist Disguised As a Housewife
Shirley Jackson wrote 17 books while raising four children — and she couldn't have had a successful career without them.Preschool Benefits Women More Than Men
A new study finds preschool is good for all kids, but particularly for girls.Uh-Oh, Is Rob Kardashian Feuding With Kylie Jenner?
Or, at least someone is trying to make it seem that way.Area Woman Interrupted by Man 25 Times in 26 Minutes
Lester Holt also interrupted Hillary Clinton 15 times.Hillary Clinton’s Sickest Debate Burns
She eviscerated Trump.
“The best way forward for us as a family is to separate as a couple.”Outrageous Party Photos From Andy Warhol’s Factory Days
Preview the book Brigid Berlin: Polaroids.Morning Sickness May Suck, But It’s Actually a Sign of a Healthy Pregnancy
An upside to the nausea.2009 Called — It Wants Its Vogue-Versus-Bloggers Fight Back.
Vogue called blogging “pathetic,” and bloggers were not pleased.I Can’t Believe I Like This Victoria’s Secret Beauty Product
And why you’ll love it, too.Cheap Thrill: The Perfect Pair of High-Waisted Jeans
Swedish denim label Dr. Denim is here to make denim shopping a lot easier.Vanderpump Rules Drama Is the Only Constant in This Crazy Thing We Call Life
Season five arrives on November 7.Emily Kinney on Life After The Walking Dead
Her new show Conviction premieres next Monday on ABC.5 Things on Sale That You’ll Actually Want to Buy: From Saint Laurent Jeans to an Isabel Marant Sweater
We dug through the internet to bring you some great deals.Here’s One Reason Why Women Are Underrepresented in Politics
It starts at the local level.