TBWA tipped to win Abercrombie & Fitch’s creative account

An undisclosed industry source told Campaign Asia-Pacific that the agency is still in discussion with the client for the partnership details.

A&F will open its first Hong Kong flagship store at the prestigous CBD location on Pedder Street in China at the end of this year, overtaking the space which used to be Shanghai Tang.

Hong Kong has been chosen as the place to initiate the entrance of the Abercrombie & Fitch brand into China, as purchases in Hong Kong cost about 20 per cent less than on the mainland due to an exemption in luxury goods taxes found throughout the rest of China; the tax factor makes high-end goods very popular among tourists from the mainland.

Reported last December, A&F opened its flagship store in Singapore on 15 December, with its signature half topless muscular male greeters a daily fixture along Orchard Road.

Hollister’s, parent company of Abercrombie & Fitch, opened a 10,000-square-foot store in Festival Walk in Kowloon Tong last summer, bringing its Californian casual wear buzz to Hong Kong youngsters. The store is kitted out with a video wall featuring footage of surfers riding the waves at California’s Huntington Beach.

Founded in 1892 in the Manhattan borough of New York City, New York, by David T. Abercrombie and Ezra H. Fitch, the original Abercrombie & Fitch was an elite outfitter of sporting and excursion goods, particularly noted for its expensive shotguns, fishing rods, and tents.