Abercrombie & Fitch is a youthful brand of casual apparel from California. With extremely popular in the hight street, London in Mayfair and one from Milan are the only shops in Europe. Thousands of tourists and local people shop there everyday.

The location is the beginning / ending of Savile Row, depends which direction you are. It was quite hidden and opposition of the museum. The store is famous that they only recruit young, fit, pretty faces to be their staff. When you walk in, it feels like a night club rather than a normal shop. It smells perfume in the air and even in the clothes, and it appears dark with loud disco music.

The funny thing is every time I shop there, I don’t know whether I should look at the staff who look like models with so pretty faces, or the clothes. The staff is chatting, dancing, but also helping people out. However, it was certainly a unusual shopping experience. The price is quite expensive compared with normal retail shops, but you are buying the brand and the images and of course, they never on sales

So what is their image? Some people might say that Abercrombie & Fitch’s image is young, blonde, rich-middle-class but rather superficial. Although superficial, I do like their beech casual look and so colourful. More importantly, it has XS sizes for me. It is hard to find XS (extra small sizes in the UK for normal shops). Surprisingly that there are so many middle-ages people shopping there as well. Whether they buy for themselves or buy for someone, I guess that everyone like Abercrombie’s image – young and fit.

I like the colourful T-shirt, pants and bikini. Last weekend I bought a leather flip flop for this summer. It was quite pricy, but it was fun to shop there. For such a unique shop and experience, it is worth to maintain in my blog, and definitely will bring my friends there.

小鹿是一个年轻阳光沙滩的休闲品牌，落于美国加州。因为超级受年轻朋友们的欢迎，整个欧洲只有伦敦和米兰两家。每天都有上千的旅客因为它的名气去那里购物。地理位置在高级购物街Mayfair – 全伦敦最贵的地皮。店面十分隐密，正对着一个博物馆的对面。店名专么没有打出来，不知道的人走过还以为里面是个酒吧或夜总会。

当你看到店外，外面已经有两位性感的男模特（八块胸肌半裸体）在店面迎接大家。走入店里，感觉象是个高级夜总会。店里到处闻到是浓浓的香水味，连他们卖的衣服都是香水味道。店里面暗暗的酒吧灯光加上放着沙滩迪斯高音乐，给大家一个轻松快乐，边跳舞边买衣服的体验。

因为小鹿的高消费水准，店里只雇佣全欧洲最漂亮，年轻，身材好的年轻人。最搞笑的是每次我去那里购物，我不知到是要看帅男美女呢，还是要看衣服，还是要享受里面的气氛。虽然衣服休闲，但价格比市面的衣服贵，t-shirt衣服买到400－500人民币一件。不过他们从来不降价，也没有这个必要。卖的就是人气和品牌－这就是小鹿的形象。

那什么是小鹿的形象呢？有人说是那些金色头发，年轻漂亮，模特身材和中高级消费人群买的牌子，但这些人比较肤浅喜欢物质的人群。这里没有对或错，也不意味着所有人都是这样。虽然肤浅，但我还是蛮喜欢他们颜色鲜艳，富有活力和沙滩形象。最重要是他们有小小码供我选择。英国很多普通店都没有小小码的衣服，所以每次逛街，我都知道哪些店有我的码数。惊奇的是，很多中年夫妇也都在里面买东西，不知道他们买给自己还是买礼物给别人，但我想他们都想感受下年轻活力的服装或时尚。

我个人喜欢颜色鲜艳的衣服，所以我蛮喜欢小鹿里面的T-shirt，裤子和比基尼。上周末我又买了一对皮拖鞋，虽然价格蛮高，不过实在是一个另类的购物经历。等我朋友们来旅游，我一定带他们去小鹿购物，让他们感受下一个全新独特的购物经验。