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Hollister Abercrombie and Fitch Advertising

Abercrombie & Fitch eyes opportunity to ‘redefine’ Gilly Hicks brand as it brings it back to life


By Natalie Mortimer, N/A

January 31, 2017 | 2 min read

Abercrombie & Fitch’s underwear brand Gilly Hicks is to make a comeback in Hollister stores four years after it closed the doors on its bricks and mortar stores.

Gilly Hicks

Gilly Hicks

The Australian-style underwear brand, which launched in 2007, struggled to resonate with young consumers and Abercrombie was forced to shut down its 23 global stores after suffering disappointing results.

However, with underwear brands such Aerie gaining pace with younger consumers, Hollister is hoping to revive the brand.

"We recognised an opportunity to redefine the Gilly Hicks brand, and we know our Hollister customer will enjoy another destination for fun and cozy bras, undies and sleepwear," said Kristin Scott, brand president of Hollister Co. "We've designed our Gilly product to be effortless and comfortable to align with our customer's on-the-go, busy lifestyle."

Hollister has launched a campaign on social media to promote the new offering called #gillygirl that shows a departure from its previous sexualised ads in favour of girls cooking or brushing their teeth.

Hollister Abercrombie and Fitch Advertising

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