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Do 96 Hours In Abercrombie

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Bringing the A&F Experience to Life
The Challenge

Create a retail pop-up with a purpose.

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In today's retail landscape, a brick-and-mortar store provides a canvas that allows a brand to show off more than just it’s apparel.

With a want to reconnect with fans and tell a deeper story around confidence, comfort, and the A&F lifestyle, we partnered with Abercrombie to create the 96 Hours In Pop-Up shop.

With the belief that every day should feel as exceptional as the start of a long weekend, our pop-up shop and hotel takeover in NY & LA became a place where customers could show up, share and connect to the new A&F.

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Building our limited show at the The Hoxton Hotels in Williamsburg, Brooklyn and Downtown Los Angeles, we transformed the off-lobby ‘apartment’ space into our very own A&F pop-up shop for tastemakers and fans to visit during our 96-hour stay.

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Partnering with One Night App, we offered fully immersive same-day booking staycations at our Abercrombie & Fitch Hotel each night of our 96-hour stay. The special rate of this exclusive brand experience? $96.

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To drive excitement for our activation, we used a combination of owned and partner channels, as well as our network of tastemakers, A&F affiliates and non-profit organizations for diverse reach, authentic partnerships and do-good efforts.

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    A&F Owned Channels

    The brand's primary channels to amplify our storytelling.

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    Tastemakers & Affiliates

    Top-reaching social talent and smaller-reach influencers.

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    Local Brands

    A curated offering and special only-at-A&F exclusives.

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    Non-Profits

    A&F’s philanthropic partner, The Trevor Project who helped us create a round-up program for donations.

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From opening cocktail parties, surprise DJ sets and custom denim stitching to style chats and shopping events with affiliates and influencers — we packed each day of our 96-hours with plenty of reasons to stop by and shop, utilizing our local influencers and product partners to help drive word-of-mouth & foot traffic.

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Results

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Earning It