Gilly Hicks has discovered its new comfortable place. It’s in Columbus, Ohio.
The innerwear model, a part of the Abercrombie & Fitch household, is opening a everlasting brick-and-mortar retailer on Thursday within the metropolis’s Easton Town Center. To assist have a good time, Gilly Hicks is giving freely $100,000 to some soon-to-be a lot happier consumers. It’s additionally including gender-neutral choices to the assortment in an try to capitalize off the rising intimates attire and loungewear markets.
Kristin Scott, international model president at Abercrombie & Fitch Co., mentioned in an announcement: “The brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness. The new product, digital experience, stores and our recent investments in talent further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy.”
Now by July 31, shoppers in North America and the U.Ok. can depart a touch upon Gilly Hicks’ Instagram web page, sharing what takes them to their comfortable place. Examples could possibly be an individual, place or factor, or perhaps a feeling. Gilly Hicks will award 5 members $20,000 every to spend on “whatever makes their happy place a reality,” the corporate mentioned.
The marketing campaign is a part of Gilly Hicks’ larger transformation technique, which incorporates an up to date retailer fleet and assortment, its personal web site, new Instagram deal with and an expanded group throughout Gilly Hicks’ product, planning, design and advertising departments.
The new everlasting retailer is situated in Easton Town Center in Columbus, Ohio and can function a trial run for future shops.
“This store is a testament to our test-and-learn culture,” mentioned an organization consultant. “We are looking forward to seeing how it resonates with our customers, as it will help inform future global store decisions.”
Gilly Hicks has 25 side-by-side areas subsequent to Hollister shops and 60 shops-in-shop areas globally, or Gilly Hicks carve-out areas inside Hollister shops, all of that are scheduled to be up to date within the close to time period.
Also on Thursday, Gilly Hicks unveiled its newest additions to the assortment, together with gender-neutral underwear, loungewear and activewear choices (greater than 100 gadgets) and a brand new cloth referred to as “Future Stretch.” Gilly Hicks merchandise vary in dimension from XXS to XXL. The Future Stretch assortment accommodates “a variety of body types,” in response to an organization consultant.
Fans of the model can discover merchandise in Gilly Hicks and Hollister shops, in addition to gillyhicks.com and hollisterco.com.
The Gilly Hicks model launched in 2008, underneath the Abercrombie umbrella — which incorporates the Abercrombie & Fitch, Abercrombie Kids and Hollister manufacturers — however didn’t catch on with shoppers. The model closed in 2013. Then in 2017, Abercrombie reintroduced Gilly, promoting it at Hollister shops, along with two stand-alone areas: Honolulu and Garden City, N.Y. The shops have since closed. Two years later, Gilly Hicks launched 4 momentary pop-up outlets.
Meanwhile, mother or father firm Abercrombie managed to swing a revenue of almost $42 million in the latest quarter. Abercrombie & Fitch, the most important model, closed its London flagship as a part of the corporate’s multiyear technique to shed flagships. A smaller retailer on Regent Street is predicted to open someday within the again half of the yr.
The firm launched its fifth model, referred to as Social Tourist, in May. The model, which was cocreated by TikTookay personalities and sisters Charli and Dixie D’Amelio, options fashions that may be discovered trending throughout social media platforms and is supposed to be a mirrored image of the Gen Z expertise, or consumers who’ve come of age in a digital world.