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Abercrombie sells the American dream as it expands in Europe

The Abercrombie & Fitch brand wow gold
Hollister is so well-known in Germany that the company never bothered to promote the launch of its first store on the European continent last year. The store – located in a downtown Frankfurt shopping mall – opened just before Christmas without any advertising, publicity MBT Shoes
or ribbon-cutting ceremony.
But the young and not-so-young have been pouring into the store ever since, snapping up T-shirts and hoodies emblazoned with the brand name in bold block letters.
At peak hours, queues left and right of the store converge like an open zipper wholesale jewelry
towards the entrance, where two young ‘dudes’ dressed as Californian surfers are paid to look good and control crowds. Female staff members known as ‘Bettys’ greet customers in English: “So how are you doing today?”

Dim lights and dancing “dudes”
The jam-packed store has a manolo blahnik shoes
distinct disco feel with dim lighting, dark wood interiors, the scent of men’s cologne and thumping dance music that drowns out conversation.
“I saw those gorgeous half-naked young men and thought it was a sex shop at first,” joked one customer, Kirsten Boschen. “I abercrombie fitch wondered about those long lines of people waiting outside. You only used to see that in the former East Germany (where consumer goods were scarce), so curiosity got the better of me.”

“I waited half an hour to get in. It was a very interesting experience, but I’m 48, so it’s not my kind of shop,” added Boschen, whose 15 year old daughter Isobel has been to Hollister several times.