Gilly Hicks Sydney : An Australian Themed Lingerie Brand from Abercrombie and Fitch

[cathangle]

I kind of like the idea, actually. Victoria Secret is too pricey for most people and this will be a great opportunity for Abercrombie and Fitch Co. I'm pretty sure the lingerie will not be that expensive since it's target is for teenagers. As for the marketing, I think they wanted to start it off with a BANG, and they definitely did that. Have you seen the video on the site yet? You have to be 18, but OMG, it's semi porn.

[Meg]

as far as underwear goes, victoria secret in my opinion is not too pricey for most people. It seems to me the next step down from VS is buying jockeys in 3 packs at target, and there is nothing wrong with that but I wouldn't ever imagine that they will aim this low end. Abercrombie is definately not Target for teenagers, it's overpriced for what it is but this stuff will definately come at a higher price point than VS I would bet or at least on par.

[cathangle]

Most teenages only wear A&F, kids, and Hollister clothes especially guys. With Abercrombie opening this new concept, they won't be wearing Hanes and Fruit of the looms any more.

But from watching the film hosted on Gilly Hicks site, it seems to me that they won't be selling mens clothes. I think it will be only for women. After the stores open this month, we'll see how they will work out.

[ellerina]

Originally Posted by masquerade

let me make a prediction: the stores will be really dark and the music will be really loud.

and don't forget that the entire store and area surrounding it will reek of whatever new fragrance they will come out with

[cathangle]

Natick Collection
Natick, MA
Grand opening of Gilly Hicks




topicstyle.com

[ilaughead]

Oooh. Another overdone facade. Just lovely.

[Meg]

it's dark. of course. they'd hate for you to actually see the product.

[Cicciolina]

cathangle thanks for the pics. Wow the second image (interiors pic) looks NOTHING like 'Sydney' style (I'm allowed to be critical to a certain extent, I'm from Sydney ) It feels like they're bastardizing Sydney to me I mean, 'Gilly Hicks'? That name is up there with Crocodile Dundee.

[the-smiths]

The shopping bag is the same as Ruhels or whatever.

This is really...moronic. I hate the name Gilly Hicks, sounds like some backwater yokel from Arkansas.

[Mojito]

Originally Posted by cathangle

Most teenages only wear A&F, kids, and Hollister clothes especially guys. With Abercrombie opening this new concept, they won't be wearing Hanes and Fruit of the looms any more.

But from watching the film hosted on Gilly Hicks site, it seems to me that they won't be selling mens clothes. I think it will be only for women. After the stores open this month, we'll see how they will work out.

No, it will have men's clothes.

[Mojito]

Abercrombie and Fitch has always been good to me. I love that company to death.

[Mojito]

Originally Posted by lucy92

one of the images trademarked for their logo had a koala in it...

i agree it is inexplicable...i think they also plan to put a "1932" or some other date in their logo/marketing as well.

pretending that the brand dates back from there....

The only brand that does not have a fictitious date is Abercrombie and Fitch, which really was founded in 1894. The rest have back stories created for them.

[Yanka]

how totally weird. Didn't they already sell underwear?

[Derin]

I actually love the idea and think it's pretty brave of them to act as if they are from the other side of the world. It's the new trend remember; "the grass is always greener on the other side".

On the other hand, from what I see here on the thread; I have to agree that the store facade has nothing to do with the fresh Sydney style. It looks more like 'Hamptons' than Sydney to me. OK, it does not necessarily have to be HIP to look like an Aussie brand - maybe they were afraid it'd look a bit too young or energetic because they aim for luxury (new-luxury) customers.. But the story has to stay young and fresh anyways. Otherwise they could've picked any coastal city for inspiration. In this order, I think the logo could've been better. It just does not look right on the fuchsia logo t-shirt.

p.s. Fuchsia: think again!

[Luxx]

What I love about Abercrombie is how calculatedly random they can be. If their market researched had shown them that Germany was popular and on trend right now the store would be called Otto Kruger Germany, and would have a bratwurst theme.