Abercrombie & Fitch has hired mobile services firm Digby to build, manage and operate mobile storefronts for its Abercrombie & Fitch and Hollister Co. brands.
The firm is operating two mobile storefronts for the brands as part of the agreement, which was announced this week. “Mobile is emerging as a new channel for selling their products and engaging their customers, so this is an opportunity for them to build out a mobile channel strategy,” said David Sikora, founder and CEO of Digby.
The mobile commerce sites feature special products and tie to Abercrombie’s e-commerce fulfillment system. The portals, introduced at the end of the holiday shopping season in December, will continue to add new features. Both mobile sites target a young demographic.
“We’re seeing a redistribution of tasks from the Web to these hand-held devices, particularly with the younger demographic that lives on their smartphones,” explained Sikora. “One of the benefits of having a separate platform for mobile vs. the Web is you have the flexibility to do mobile-exclusive specials that might only be available on the handset.”
