Ever Closer

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Aber­crom­bie & Fitch Co. has teamed with life­style hospi­tal­ity firm SBE for a series of co-branded events and pop-up shops at select SBE prop­er­ties.

SBE, founded in 2002 by chief ex­ec­u­tive of­fi­cer Sam Nazar­ian, de­vel­ops and man­ages ho­tels, res­i­dences, restau­rants, and night­club and en­ter­tain­ment venues. Fol­low­ing the ac­qui­si­tion of Mor­gans Ho­tel Group, in part­ner­ship with The Yu­caipa Cos., and Cain In­ter­na­tional, SBE will have a global port­fo­lio that in­cludes 25 ho­tels and more than 170 life­style and en­ter­tain­ment venues by the end of 2018.

Un­der the terms of the part­ner­ship, mem­bers of the A&F Club, Aber­crom­bie’s loy­alty pro­gram, will be re­warded with spe­cial benefits across SBE’s ho­tels, restau­rants and en­ter­tain­ment venues. Mem­bers can also en­ter to win

VIP ac­cess to grand open­ings and other SBE cul­tural events. SBE guests will have select ac­cess to the brand’s pop-up shops and ex­clu­sive of­fers. The first event was held Tues­day night at the Mon­drian Los An­ge­les, where at­ten­dees had the op­por­tu­nity to see and try the brand’s new denim col­lec­tion.

Sta­cia Andersen, Aber­crom­bie’s brand president, said of the shared tar­get de­mo­graphic: “With its global pres­ence, its ded­i­ca­tion to its guests, and its strong track record of cre­at­ing im­mer­sive ex­pe­ri­ences, SBE is a great fit for our brand and to­gether, we look for­ward to cre­at­ing au­then­tic, in­no­va­tive events for our cus­tomers.”

Nazar­ian said, “As global brands tar­get­ing a sim­i­lar cus­tomer, we align in­cred­i­bly well…. This part­ner­ship is an­other im­por­tant step in the growth of SBE and its in­no­va­tive cross-mar­ket­ing out­reach.”

Michele Ca­ni­ato, SBE’s chief brand of­fi­cer, noted that Aber­crom­bie joins a ros­ter of lux­ury and life­style brands that her firm works with, in­clud­ing LG Elec- tron­ics, Van Dutch Yachts, Evian and LVMH Moët Hen­nessy Louis Vuit­ton SE bev­er­ages.

The fash­ion brand re­cently dis­closed a new cam­pus con­cept, also aimed at get­ting closer to its core cus­tomer and which the com­pany touts as learn­ing labs. — VICKI M. YOUNG

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