This Isn’t Your Daughter’s Abercrombie and Fitch
Look out Portland: You might need to brace yourself for this one. Abercrombie and Fitch Inc. has opened a different kind of store. Don’t fret though, because this time they have a different clientele in mind. Ruehl 925 is the epitome of New York sophistication and luxury.
“Portland is becoming a real retail destination. High-end retailers are beginning to see Portland is a growing, sophisticated city,” said Samantha Shorey, an employee of Abercrombie and Fitch.
Last month, Abercrombie and Fitch opened their posh post-collegiate brand, Ruehl 925, at Washington Square Mall. The Washington Square location is the most recently opened of the 21 stores nationwide. The store is designed to resemble a New York City, Greenwich Village brownstone.
Ruehl 925 is a fine-quality line of clothing that rivals that of its parent store. Abercrombie and Fitch Inc. added aspects that will appeal to its post-collegiate audience. The upscale shopping experience could appeal to a mature clientele.
“The atmosphere is what sells the image of Ruehl 925. I have never been in such an amazing retail environment. You step in, and you just feel like you are living in New York City,” said Jacob Ambert, an Abercrombie and Fitch store manager.
The grandeur of the loft-inspired store makes you feel like you are stepping into a multimillion dollar home. The exterior stonework contrasts against the water-marked roof and rod-iron fencing, giving the store a sophisticated feel. The subtle, soft beat of the music welcomes you as you pass the threshold.
At the entrance, the customer will see fresh-cut lilies sitting atop a round, wooden table. On the left, a crackling fire makes the space feel like home. On the right, a series of wooden cabinets conceal an array of soft leather handbags.
Down a long hallway, an antique carpet leads to a wall of frosted glass, which is illuminated by what appears to be the lights of New York City. The bookshelves are neatly packed with destroyed, dark, medium and light denim. Artwork lines the walls of the dimly lit hallway and frames the closets full of crisp woven shirts.
“Ruehl 925 is a great transition for those who feel that they have outgrown Abercrombie and Fitch. Seattle doesn’t even have a Ruehl 925 but Portland does. This is a huge deal,” said Shorey.
Leather couches, metal tables and potted palms appear from the shadows. The dramatic lighting cuts the darkness and makes the vibrant color palette of the walls of polos pop. The scent of masculine cologne becomes faint as visitors move back to the entrance. As they leave the store, their eyes adjust to the florescent light, and they are brought back to the reality of Washington Square.
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