Not long ago the BBC presented a facinating three part program on the world of Savile Row. In the first installment the English bespoke world is under threat from the American “High Street” brand Abercrombie & Fitch. Having previously worked on the public relations team at Abercrombie & Fitch, I am particularly familiar with the company. It is a very strategic and well run organization. A&F is a company where every decision is well thought out and purposeful, especially when concerning the brand image. I have to give credit where credit is due – the company’s branding and execution is on point with any of the luxury goods companies out there. That said, A&F’s decision to open on Savile Row while great for branding and image purposes, is painful to see and embarrassing to watch, especially as an American. The effect of mass market retailers on the institution (albeit a privileged one) of Savile Row, could prove to be disastrous. Though I suppose only time will tell.
Please feel free to share you thoughts below in the comments. Also I can’t seem to find the other two episodes…if anyone can locate them I will add to the post.