Who.A.U., stands for Who Are You, a South Korean brand with a passion for the California lifestyle, is the latest contender entering the already-crowded teen-young adult category. Who.A.U. is embarking on an ambitious U.S. launch strategy, with plans to open 12 to 18 stores in the first year. “Who.A.U. could eventually be as big as Hollister,” predicted Daniel Pang, executive vice president of U.S. operations for the South Korean group. Hollister has 416 stores in the U.S. Get ready, Abercrombie & Fitch, Hollister and American Eagle Outfitters — there’s another new competitor coming to America. Who.A.U. in November will open its first store in a 4,100-square-foot space at Stamford Town Center in Stamford, Conn. via WWD
Hmm…another California lifestyle store competing with Abercrombie & Fitch, Hollister and American Eagle Outfitters, not a big fan of this trend but I know a lot of teens are. Are you anticipating this launch?
By: retrogurl
Posted: 08.30.2007
August 30th, 2007 at 3:27 pm
Are you freakin’ kidding me???
I’m Korean actually, and I went to a Who.A.U. store before… Complete rip off of American Eagle if you ask me…
August 30th, 2007 at 4:27 pm
B-O-R-I-N-G!
Well there’s a niche that isn’t totally overcrowded- neo preppy, SoCal blah blah blah.
Will they out-Abercrombie Abercrombie? Who cares? I’d rather have actual Korean street style clothes!
August 30th, 2007 at 6:01 pm
They do have some stuff that I actually like, unlike Abercrombie and Fitch and all them. I can’t seem to find a way to order those things online
August 30th, 2007 at 7:22 pm
I’m freakin from SoCal and I don’t even wear that stuff…
August 30th, 2007 at 10:53 pm
wow. its just like a replica of hollister and abercrombie. i’m not to interested.
August 31st, 2007 at 2:00 am
It’s not going to make it. There are too many of these kinda stores. Not interested.
September 1st, 2007 at 5:41 am
Looks like a Hollister clone. Even the site. If they really wanna compete, the true test will be in New York where there will be a Hollister opening on Broadway in 2009.
September 1st, 2007 at 12:02 pm
I think a store like this will make it. I mean, every time i go shopping in the U.S. all i see is girls and guys in nauseatingly boring tees, jeans, and ugly worn flip flops/trainers. I mean it’s the uniform for many Americans! And almost all the stores in the malls carry almost exclusively those types of clothes. So why not add another? It probably will do well in Connecticut.
I agree though, that it would be much nicer to see more typically Korean clothing than a Korean store that tries to copy American clothing. As a Korean, it would be nice to have Asian styles be more accessible in America.
August 3rd, 2008 at 2:41 pm
actually the first store will open this august 8 at garden state plaza in new jersey
August 12th, 2008 at 8:38 pm
actually no, august 15th.
August 13th, 2008 at 6:52 pm
who au looks like its own by abercrombie and fitch but a complete rip off. i dont like it.they should try to be different so it wont look like its own by ANF.
August 16th, 2008 at 5:25 pm
It’s definitely a complete rip off.. Not only that but it claims to be quality made and after trying some of the clothes on, I beg to differ. The clothes feel stiff and very uncomfortable. And the style is really weird and ugly. With Hollister and Abercrombie as its competitors, it probably won’t make it.
August 18th, 2008 at 10:25 pm
Cool clothing! Helpful employees with great attitudes! Reasonable prices! What else do you want? This beautiful store rocks! Enjoy!
August 19th, 2008 at 11:52 pm
I went into WHO.A.U. today at garden state and I was in shock. Having worked for abercrombie I found it almost exactly alike. The only thing I did like was that most of the clothing reminded me of when ANF’s sub stores(HCo, Ruehl) first opened before the clothing in them was changed to resemble ANF. If I had to pick, I would rather go to WHO.A.U just because it is new and people do not know the brand and wear it just for the name, like ANF. Also the prices are cheeper.
August 26th, 2008 at 8:58 am
Was interested in WHO.A.U. until I came across this news article.
http://www.union-network.org/UNIsite/Sectors/Commerce/Multinationals/Korean_Eland_workers_company_destroys_WhoAU_brand.htm
Apparently they like to imprison their employees for not working hard enough.
August 28th, 2008 at 2:02 pm
Okay, i went to the store at GSP the other day, and i think its an exact copy of all those stores such at ANF, abercrombie and Hollister but then again, i like some things. They actually sell black, like American Eagle, but im not a big fan of american eagle.
Even though its a little more expensive, Who A.U., i’d probably shop there than Holister and ANF
i haven’t even been in those stores in ages, but i would consider Who A.U.
August 28th, 2008 at 10:00 pm
mkays, i think koreans have such cute sweaters.
rofl
such a sophisticated laid back style?
well, i think the bear and surf board logo is really weird but,
i think the sweaters at who.a.u are super cute (:
pretty cheap quality for pretty good money though;
i think it MIGHT make it.
MAYBEEEE
i bought a nice fleece sweater there though.
really cute. (:
August 30th, 2008 at 9:01 pm
I just went into the store today, bc it caught my eye. I loe it! its like abercrombie & hollister but more casual. it will deff make it. i baught a skirt and i love it ! im defff gonna try to see if i can be eligable to work there this upcoming december. its an amazing store. dont miss out. stop by and give it a glance
September 7th, 2008 at 1:21 am
The store rocks, the music is amazing and the chicks are hot!
September 7th, 2008 at 9:45 pm
well I went there first time today and I think the store is pretty good.. i mean yes it’s def a pure copy of american eagle, hollister and abercrombie but w.e. the clothes are pretty nice i found some nice jeans and a sweatshirt.. it’s def gonna make it cause the music is great and hollister and those stores are making so much money and this one is exactly the same..
but you can so tell the clothes are cheap quality like hollister just by feeling them but hey..
September 13th, 2008 at 5:53 pm
i bought 2 shirts at Garden State Plaza and the material awful
October 14th, 2008 at 10:33 pm
Wow! All I can say is that they have the hottest people working there. The music is great and the clothes are so cute.
November 7th, 2008 at 3:48 pm
Well they ever open a store in midtown manhattan? Cuz Aber & Holli are around there as well…
November 23rd, 2008 at 1:55 pm
wow the clothing is horrible. i went in yesterday and all the knit clothing is so itchy. me and my friend were dying lmao
December 19th, 2008 at 11:10 pm
How do you buy their stuff online????
February 1st, 2009 at 1:42 pm
I went to the store yesturday, it caught me and my friends eye
now let me tell you, i hate A&F, Hollister, and American Eagle for the fact that everyone
I know shops there,
I went into Who.A.U and totally fell in love, yah it might have california and what not on
some clothes, but it does not have a signiture animal all over the clothes, it has different styles of clothes, instead of numerous t-shirts that say Hollister in different colors
and the salee is just amazing to mee, i bought outfits, ppl there are deff. eye catchers as well as the clothes on the rack :]
February 19th, 2009 at 11:13 am
I actually bought a sweather there a couple of weeks ago in GSP. It’s actually not bad. They actually have BETTER lighting than HOLLISTER,A&F, and those other cave-like stores. Plus, their store isnt covered in that annoying perfume smell… I think it’s wayy better that hollister, A&F,Aero,etc…Not all ther shirts have ther name on it, which can be kinda annoying..So, i think its great having a new store in town. Those Hollister & american eagle stores are getting old, kids….
February 27th, 2009 at 12:26 am
i have been to the stamford location on numerous ocations and i am in love with this store.
the clothes are great quality and the style is preppy, not even as beachy as they keep saying.
don’t get me wrong im a huge fan of my beloved Abercrombie and Fitch, but i love Who.a.u, the style is beautiful and classy. the way the store is set us and designed is tastefull aswell. the style is classic and i think they’ll do well, hopefully.
i just wish the website was more comercialized, its just information, no clothes, no sizes, no colors, not really good descriptions either, theres also no mailing list. if they want to get there name out they need to fix the website and start advertising.
this store is great if your into preppy, a&f, hollister, ralph lauren, and ae kind of clothing.
April 15th, 2009 at 10:29 am
Um,…
I’m korean- American and it seems that people don’t like WHO.A.U
I kinda agree
it is a replica of Hollister
kinda puts korea to shame
but korea has other brands like TBJ and HangTen, Buckaroo Jeans, they are absoultley cute
check em out
April 22nd, 2009 at 4:43 pm
i went into the who au store in Stamford, CT, and thought that abercrombie was opening another store. i even saw the same pair of blue plaid shorts at abercromie being sold there for the same price, yet the atmosphere was almost replicated from hollister. i bought a shirt, and its nice-but another socal brand? i dont think that it can compete with hollister or abercrombie. besides if they sell the same stuff, why not buy it from the brand that is original and more popular???
October 3rd, 2009 at 6:07 am
I found a WHO.A.U cap in a pile of junk someone was throughing out.Looked like a pile of stuff froma couple who split up. I have been wearing the cap since 2003 and its my favourite cap. its faded and worn, washed many times and probably looks ratty to most, but it fits well and comfortable. to be honest this is the first time I bothered to look what or who the company was and wish I hadnt. Its advertising and ‘ligfestyle image’ and think its a bit naff… however I ‘m lucky. im in australia and we dont have WHO.A.U down here, so the probabiliity of someone recognising it is slim. despite this I still love the cap and the big ‘C’ ( that I suspect stands for, now that I have found out; California) I take c=for standing for’ chocolate or crazy, haha