Abercrombie & Fitch and its sister store, Hollister, have launched an Instagram checkout that lets shoppers buy products directly from Instagram.
The clothing company has always been ahead of the trend when it comes to payment methods, as it was one of the first brands to accept Venmo and ApplePay. The digital addition allows customers to click on an item they see on Instagram, choose their size, and place the order within the app. The stores, whose main consumer base consists of teenagers, have both been working to reinvent themselves and keep up with digital trends. Maintaining a brand with constantly changing trends can be difficult, particularly in the fashion industry. Making user-friendly changes, like alternate payment plans, can help attract younger consumers according to a Gartner L2 report on the topic.
Both Hollister and Abercrombie & Fitch have had a string of store closures in recent years. Current CEO Fran Horoitz believes the increased digital presence will help drive more customers to stores, and a variety of payment methods will encourage customers to continue shopping there. And with the closure of Forever 21, the brand most synonymous with fast fashion, the spotlight could move shoppers back to Abercrombie & Fitch or Hollister.
Abercrombie & Fitch and Hollister defined fashion for teenagers in the early 2000s. Though the target market has remained the same for both brands, reaching them has become much harder. As today’s teens live their lives via social media, clothing brands like these must get digitally savvy in order to keep up with the new consumer.