Hasta La Creative!

Abercrombie & Fitch launched its brand of sporty, Ivy League-inspired Americana in April in mainland China with a new flagship store in Shanghai. For anyone wondering if the brand might tone down its provocative image for China, the answer is no: The dimly lit store pulses with dance music and features murals of half-undressed young men posing with sports equipment and trophies.

Just down the street from the Abercrombie on West Nanjing Road is another new shop playing up the Americana theme it’s the mainland’s first Old Navy. Here the ambiance is sunny and family-oriented. One of the mannequins is a canine mascot wearing a sunhat.

Abercrombie and Old Navy, which entered the market within weeks of each other, are the latest brands to transition from America’s malls to China. Both

are offering an almost identical retail experience to what consumers would get in the U.S. On a recent weekday afternoon, both were packed.

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