Wednesday, January 9, 2008

Gilly Hicks - Abercrombie Guns For Victoria's Secret


Abercrombie & Fitch is launching a new lingerie concept ("Concept 5" in internal A&F jargon) called Gilly Hicks. The new brand isn't Montauk-flavored (A&F) or California-influenced (Hollister), but rather down-under-ified (is that a word?), straight-outta Sydney.

The brand uses the same old A&F tricks: youthful, fit models shot on black and white film who prefer gallivanting-about sans clothing to anything else. Their intro video (click) is playful and exotic, reminiscent of cliché 90's television perfume ads.

What Abercrombie is trying to sell here, indeed, as they always have, is a lifestyle. They got teens and twenty-somethings hooked on their rugged, old-school outdoorsy theme at their original branded stores, sold us a piece of California's surf and punk culture at Hollister, and now they're trying to sell us Australian swimwear like it's some sort of nouveau Brazil. Is Australia the best image to sell for lingerie?

Aside from having the distinction of the highest skin cancer rates on earth, Australia might be a tough sell.

Only the future will divine whether Australia is a marketing dream: the first 5 to 7 Gilly Hicks boutiques open up around the US during January and February.

Stores Opening Soon

NATICK
1245 WORCESTER STREET
NATICK, MA 01760

SMITH HAVEN
313 SMITH HAVEN MALL, ROUTES 25 AND 347
LAKE GROVE, NY 11755

FOX VALLEY
195 FOX VALLEY CENTER DRIVE
AURORA, IL 60504

MALL OF AMERICA
240 WEST MARKET
BLOOMINGTON, MN 55425

WESTFARMS
500 WESTFARMS MALL
SPACE #201-204A
FARMINGTON, CT 06032

Not much info is yet available on Gilly Hicks, just a little mention in an article over at the Columbus Dispatch:

Abercrombie and Fitch - Not Just All-American

14 comments:

Patrick said...

Wow, this is an incredibly good idea. I'm very bullish on this market. I think there are certainly growth opportunities in this market! Eye Candy + New product = win-win!

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