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08 March 2008

Sophia's Shopping Safari: Gilly Hicks

gilly hicks
This weekend I happened to be visiting the mall (Natick Collection, MA) that contains the first of Abercrombie and Fitch's lingerie stores: "Gilly Hicks Sydney." I could not pass up the opprotunity to share a few pictures of the new store for all those shoppers in the rest of the country.

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In terms of decor Gilly Hicks reminds me a great deal of Hollister in that it is set up to look like some sort of house filled with merchandise. There is a front porch with chairs to sit in and faux columns, and the inside is dark, wood covered and filled with loud music and beautiful sales people.

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The candy colored bras and panties line the walls and are neatly arrayed on tables and in cases. There are a variety of styles and materials including cotton and lace. Bras are available with and without under wire. Undershirts, myriad styles of panties, bikinis, PJs and bath products round out the offerings. The variety of options was truly amazing! The design sensibility of Gilly Hicks is a sporty and youthful American c0-ed sexiness...kind of like Calvin Klein's underwear line but a little younger.

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I was quite impressed with the variety and quality of products available. Generally speaking I actually preferred the vibe of Gilly Hicks to Victoria Secret or Aerie. It is nice to shop for intimates in a laid back, sexy atmosphere. I was not badgered by shop assistants, but there was someone around when I needed help.

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I think Gilly Hicks will be quite successful when it rolls out across the country. The simple, sexy designs will have mass appeal attracting from Abercrombie's core audience and even crossing over and gaining popularity with women from other age groups. Unfortunately the store shares the sex sells advertising strategy of Abercrombie and Fitch, with an 18 and over only homepage and quasi-pornographic advertising video that would make American Apparel's PR people blush. It is possible that this advertising strategy will alienate older segments of the market, who might actually like the lingerie that Gilly Hicks has to offer.

In addition to Natick, stores have recently opened in New York, Connecticut, Illinois and Minnesota, with plans to roll out more stores in the coming months, hopefully one will come to a mall near you!


Noel said...

Being in that store would probably make me blush a lot. More than being in Victoria's Secret or Agent Provocateur for some reason.

Elliott said...

Thanks for the post and pictures - how cute is that lingerie?! Any hope for a store on the West Coast in the future?