Gilly Hicks
Encyclopedia
Gilly Hicks is a lifestyle brand
, from American
company Abercrombie & Fitch
, specializing in women's "knickers from casual to sexy, relaxed PJ's and beauty things." Marketed for the female consumers of its parent brand, Gilly Hicks is officially labeled as "the Cheeky cousin of Abercrombie & Fitch."
The brand is the fifth from A&F, and was initially known as Concept 5. The Australian theme of Gilly Hicks was originally inspired by the phrase "Down Under
". In saying, it is the only brand from Abercrombie & Fitch with a non-American image. The recent brand has been named as one of Michael Jeffries' best new ideas for Abercrombie & Fitch's portfolio of brands.
GH is primarily set to compete with large lingerie chains Victoria's Secret
and NAT, Frederick's of Hollywood
and Aerie.
The story centers around a fictional English woman, the eponymous Gilly Hicks. Jeffries has his female character, supposedly "born and raised" in England, moving to Paris to study fashion design in her 20's. The fictional Hicks family later emigrates to Sydney
, Australia
. From France, Gilly follows suit and arrives in Sydney where "she [feels] an instant connection with the culture [and]...her spirited nature [thrives]." In 1932, Gilly opens an underwear shop within her family's 'British colonial-style manor house
' in Sydney's Rose Bay
neighborhood. The story states that she found success making "comfortable bras" while helping women feel "confident and sexy", and that women flocked from all over Australia to be fitted into and to purchase Gilly's bras and spend time in her house hearing her jokes and stories of travel. After two generations, Gilly's granddaughter returns in modern day to reopen the "renovated" original store in the Hicks' home.
The story is not meant to be taken seriously, but to be enjoyed and to give the shopper a fantasy to live in store. A&F markets the Gilly Hicks brand as "Australian" and being "established" in 1932, and the year is found on GH goods. The stores are designed as a home with multiple rooms, and an idealized "portrait" of the fictitious Gilly hangs in the stores.
Critics argue that the story merely makes the brand fake. There is nothing Australian about it at all, just like its creator Mike Jeffries who prides in American casual fashion. A&F Careers calls the brand American with "Sydney sensibility." Nevertheless, the fabricated Australian image is being used as a factor to attract customers and it is working. The first location outside of the United States to open will be at Westfield London
and is due to open in Autumn 2010.
The idea for Gilly Hicks was inspired by the phrase "Down Under
." Development phase began in 2005 with an assembled "strong and talented development team". By 2006 reports of a "Concept Five" from Abercrombie & Fitch began to circulate on the Internet. However A&F remained tight-lipped on their future brand. Furthermore A&F began to trademark the Gilly Hicks name and sea-related logos in the United States
and in the United Kingdom
. The August Trademarks Journal reported that the UK trade marking was under four 'classes' including footgear, headgear, intimate apparel and imitate apparel accessories, athletic wear and athletic wear accessories, swimwear and swimwear accessories, fashion accessories, bags, fragrances and jewelry. Furthermore, the names "Gilly Hicks" and "Gilly Hicks: Sydney" were filed for protection by A&F, including prototype logos encompassing conch shells, nautilus, scallops, and sand dollars (with the sea shell seen as the potential final logo). By October 2, 2007, select Hollister Co.
stores began to promote GH through beauty products.
In the end of 2007, the brand's official homepage was launched as a promotional website, featuring a sepia toned promotional image of five men & one woman all in underwear. By December 26, 2007, the site was made restricted to underage visitors because of its only feature, a racy promotional film.
When it came to store locations, Tom Lennox from A&F stated that "having a 'portfolio' of strong brands strengthens Abercrombie's hand when negotiating with mall landlords for space." During the expansion of the upscale wing of Natick Collection
, A&F's Concept Five was the first to be arranged an opening on the newly revamped level. Construction of the store soon followed. Employees for the future opening location were required under company policy not to divulge any information they had on the brand to the press or any other entity. They were not even allowed to view the merchandise until two weeks before opening. An employee who requested to remain anonymous mentioned before the opening that "[Abercrombie & Fitch has] done jeans and sweatshirts... The Abercrombie girl needs something for underneath."
Investment figures on Gilly Hicks stand at $7.5 million USD in 2006 and up to $15 million USD in 2007.
with high anticipation. Abercrombie & Fitch
analysts were exclusively invited to the event, where Mike Jeffries introduced the brand. He called GH "the Cheeky
cousin of Abercrombie & Fitch". Afterwards, the analysts were encouraged to interact with the company's senior management team.
After the event, analysts came out very impressed with the brand's image and merchandise. Analyst Kimberly C. Greenberger enjoyed the "warm and inviting store entrance," the GH bras collection, and called Gilly Hicks's image "cute and sweetly sexy." She further said that Gilly Hicks is a more "wholesome" alternative to Victoria's Secret and that "mothers would not mind taking their 15 year-olds to Gilly Hicks to shop."
After the event, the store became the target of interest for many shoppers. Anticipation that was built before the opening was displayed as the store became full of customers. Center officials of Natick reported an extensive line of customers outside the GH doors that went well into the afternoon. Michael McNaughton, vice president of General Growth (in charge of the expansion of the Natick upscale level and who expressed interest in the GH store at Natick), said that "the opening certainly created a buzz that was so huge on the internet. People from California all the way to Australia were talking about this concept and contemplating coming out to see it."
A retail analyst named Chris Boring warns that Abercrombie & Fitch's brands are a "little more susceptible" should recession hit, because their specialties are premium-priced goods rather than necessities. "But a great brand can overcome that," he said. Boring later commented that the image is smart nevertheless, as Americans are intrigued by the Australian culture.
n newspaper, The Sydney Morning Herald
published that GH coincidentally opened three months before the opening of Just Group's Peter Alexander (an underwear store). However, its CEO stated that GH will not be a competition, as both brands offer underwear to a completely different consumer group. The CEO was also curious on A&F's interpretation of Australia as a theme for an underwear store. Gillyhicks.com next became more informative with store locations and email subscriptions.
A total of 5 locations were open by the end of February. In months Gilly Hicks proved to very successful, gaining a great follow-up of customers from the Northeast
and Midwest
of the United States. The brand began expansion in the West coast
on July 19, 2008, with the opening of an 11,000sqft store in Glendale, California
's Americana at Brand
. Chairman and CEO of Caruso Affiliated and developer of Americana at Brand mentioned, "The Gilly Hicks brand has already created a tremendous buzz ...So we are excited to give West coast consumers the first opportunity to shop in this one-of-a-kind store with its unique ambience and trendy merchandise." In July 2008, a second promotional film was launched. Although 16 stores were planned to open in 2008, only 13 did.
The brand launched its much waited-for online store on January 28, 2009. For Christmas 2009, GH introduced its first calendar for the 2010 year and its entourage of male models visited the stores nationwide.
extensively, but has since been converted to a regular website. The brand launched its much waited-for online store on January 28, 2009. GH also operates a careers website.
The same sexual marketing tactics used for the Abercrombie & Fitch
brand are also implied on Gilly Hicks marketing. It is considered a "fine line between sexy and soft-core porn." Mike Jeffries has stated that A&F is all about sex
, and Gilly Hicks is the perfect concept to embody this aspect through exposing "a lot of skin" in its advertising
. Photography is shot by Bruce Weber
who does all other A&F brands' photography. Weber has a history of sexually provocative imagery, most notably for Calvin Klein
underwear. Unlike most marketing for female-exclusive brands, men also are included to appeal to heterosexual women. The marketing photos are rendered to Sepia tone. For Christmas 2009, a collection of psychadelic-colorful and racy photographs, akin to images from A&F Quarterly
, were debuted, featuring a menage-a-trois picture inspired by the pop culture hype generated by Britney Spears
' 3. Since then, GH marketing has included colorful photography in marketing, also recycling previous A&F photography.
The catchphrase "Down Undie(s)", which is a play on "Down Under", also plays a key role in advertisement. GH sent out emails to its subscribers titled Welcome Down Undie and saying "[...] check back [...] to [...] see what we're working on Down Undie." The catphrase I date a Gilly Girl is also used.
. Scenes of naked men, interacting with the women, were scattered around the video as well. The video made a splash on the internet and received much publicity. Ohio State University
marketing professor H. Rao Unnava said that "it was like watching a Playboy
movie."
The second marketing film made its debut in late July 2008 on the official homepage. It focuses on a young woman who goes horseback riding, attends a Sydney café, enjoys the beach in panties (and bra this time), and sketches a nude male with whom she also flirts around. The only explicit imagery is an instance with her silhouetted/shadowed breasts and a see-through bra. The woman's clothing while horseback riding is what Gilly Hicks wears in her portrait hung in stores, leading to the conclusion that the woman is a modern version of Hicks.
Both films are directed by John Urbano, who also does the films for all other Abercrombie & Fitch brands. In early 2009, a third film debuted which is a somewhat return to the raciness of the first film.
sexiness." The mix of masculine and feminine design touches extends the store's theme of 'boy-girl tension' which carries over to the design of some of the 'boy style' cotton panties and tank tops," mentioned Vice President of GH. Gilly Hicks merchandise is priced to be affordable to Abercrombie & Fitch shoppers. Cotton underwear sells for $11.50 USD while lace bras are priced at $49.50 USD.
Similar to how Hollister Co.
apparel is named after SoCal beaches, GH clothing and fragrance is named after Sydney-neighboring beaches and neighborhoods. All clothing is tagged with a the GH label reading "Gilly Hicks / Sydney."
The hip apparel is suited to every taste from skimpy to full coverage in a variety of colors. Items are categorized into six areas:
The Bra Library: Hundreds of bras of 40 different styles are placed on display on dark cherry wood shelves in the "Bra Library." This includes a variety of brassieres in an array of colors, silhouettes, and linings. The bras in the Library have proven to be very popular since the opening.
Down Undies: This encompasses bloomers, thongs, "skinny thongs", bikini, and boyshort panties.
Intimates: Intricately designed traditional lace and vintage-looking silk bras, panties, and camis are separately provided in this area. This was previously named "Fashion".
Hang Out: This category includes casual wear. It spans over tops (logo shirts, tanks, hoodies, knits, and sweaters), bottoms (fleeces pants and shorts), sleepwear, dresses, and flip-flops. This was previously named "At Home". The denim pocket designs are attributed from A&F's latter brand, RUEHL No.925
Body Care: "Scented body" (Body wash, body lotion, hand & body cream, and body mist), "Eucalyptus" make-up (bronzing powder, bronzing brush, body lotion, gradual tan lotion, lip balm, and lip butter), "Lip" (gloss, color, tint, butter, and balm).
Fragrance: This carries five fragrances all Eau de Parfume. These are Tamarama, Castlereagh, La Perouse, Kirrawee, and Kissing Point. In sleek bottles with a classic appearance, they are displayed in antiquated glass cabinets.
Photography books by Bruce Weber
(photographer for Abercrombie & Fitch) and by other male-form appraising photographers are even on sale, meant to draw the attention of heterosexual women.
The Gilly Hicks store prototype is designed as a colonial-style manor house. However, the stores resemble more of a combination between that and a beach house. The interior is large with many varying-in-size rooms including fireplaces, chandeliers, and couches. Sofas are shabby-chic, the flooring is of oak, and the merchandise tables are of mahogany. Dressing rooms are designed spacious with an antique-styled cabinet filled with an array of sizes of the five anticipated top selling bras. A sign near the cabinet reads, "While your top is off, check out our drawers." Stores have unique "Bra Libraries." The library at Natick alone measures in at 200 sq ft (18.6 m²). In regards to the display of the items, Senior Vice President of Gilly Hicks commented that "the bras [in the Library] are on pegs, not hangers, because it's more irreverent." The "Living Room", which features comfortable sofas, end tables, and other residential furniture, measures at 1000 sq ft (92.9 m²). Fragrance, lotions, and bath & body products are kept in glass cases in the center of the "Living Room" Also, the "At Home" area of the store is made to look laid-back and is home to loungewear offerings. Gilly Hicks stores are dimly lit within and loud music is blasted instore (a mix of the genres that play in Abercrombie & Fitch and RUEHL No.925 with and an inclusion of classics from 60s, 70s, 80s such as Michael Jackson
, The Carpenters
, and The Bangles
).
The first four stores opened measure at 10000 sq ft (929 m²). However, Abercrombie & Fitch will begin rolling out 7000 sq ft (650.3 m²) locations by the end of 2008. The 10000 sq ft (929 m²) stores encompass a dozen rooms. However, a 11,000sqft location was opened in July 2008 at Americana at Brand. Analysts see the expense of the stores as a drawback in the expanse of profitability.
Michael McNaughton stated that Abercrombie & Fitch has "created a store that inspires people to want to explore...people shopping for intimate apparel probably enjoy the discreet, closed setting. The lack of windows affords customers privacy, and that fact that the store isn't laid out in one giant room probably goes a long way in making a shopper feel comfortable." (See RUEHL No.925 for economical/customer issues involving no windows.)
From the start (2008), analysts viewed international expansion for the brand as a possibility because all other A&F brands have embarked on that endeavor. In May 2010, A&F released plans to open the first GH international store in the United Kingdom
during its fourth quarter 2010 fiscal year (Christmas 2010). The store has opened on November 29, in the Westfield London
Mall. Gilly Hicks will be opening their 2nd UK store in the capital city of Wales towards the end of 2011. A&F will be opening their second brand in the St Davids Shopping Centre, just a few doors down from Hollister in units 56-58 of the upper shopping level. They are also opening a Gilly Hicks store in Bluewater shopping centre in Kent next door to the Hollister store in late 2011.
There are no current plans for Gilly Hicks to open in Easton Town Center
(close to A&F Headquarters) which houses all other A&F brands. Easton Town Center released their expansion plans for 2010, which do not include Gilly Hicks for its 2010 expansion.
It has also been reported by Abercrombie & Fitch employees that the real reason Gilly Hicks won't open a store in the Columbus Metropolitan Area
is because former Victoria's Secret
designers work for Gilly Hicks. Opening up a store in the region will be "disrespectful" to the company because VS is a Columbus, OH-based brand and are very popular within the area.
Lifestyle brand
A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing.Each individual has an identity based on their choices, experiences, and background...
, from American
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
company Abercrombie & Fitch
Abercrombie & Fitch
Abercrombie & Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally....
, specializing in women's "knickers from casual to sexy, relaxed PJ's and beauty things." Marketed for the female consumers of its parent brand, Gilly Hicks is officially labeled as "the Cheeky cousin of Abercrombie & Fitch."
The brand is the fifth from A&F, and was initially known as Concept 5. The Australian theme of Gilly Hicks was originally inspired by the phrase "Down Under
Down Under
The term Down Under is a colloquialism which is variously construed either to refer to Australia and New Zealand, or Australia alone. The term comes from the fact that these countries are located in the southern hemisphere, below many other countries on the globe.The persistence of the media use of...
". In saying, it is the only brand from Abercrombie & Fitch with a non-American image. The recent brand has been named as one of Michael Jeffries' best new ideas for Abercrombie & Fitch's portfolio of brands.
GH is primarily set to compete with large lingerie chains Victoria's Secret
Victoria's Secret
Victoria's Secret is an American retailer of women's wear, lingerie and beauty products. It is the largest segment of publicly-traded Limited Brands with sales of over US$5 billion and an operating income of $1 billion in 2006...
and NAT, Frederick's of Hollywood
Frederick's of Hollywood
Frederick's of Hollywood is a well-known retailer of women's lingerie in the United States, with stores in many modern shopping malls across the USA....
and Aerie.
Pseudo-establishment
Like his other Abercrombie & Fitch brands, Michael Jeffries created a story to give more depth and meaning to the image of Gilly Hicks, wrapping together all the elements of the concept in an enticing manner.The story centers around a fictional English woman, the eponymous Gilly Hicks. Jeffries has his female character, supposedly "born and raised" in England, moving to Paris to study fashion design in her 20's. The fictional Hicks family later emigrates to Sydney
Sydney
Sydney is the most populous city in Australia and the state capital of New South Wales. Sydney is located on Australia's south-east coast of the Tasman Sea. As of June 2010, the greater metropolitan area had an approximate population of 4.6 million people...
, Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
. From France, Gilly follows suit and arrives in Sydney where "she [feels] an instant connection with the culture [and]...her spirited nature [thrives]." In 1932, Gilly opens an underwear shop within her family's 'British colonial-style manor house
Manor house
A manor house is a country house that historically formed the administrative centre of a manor, the lowest unit of territorial organisation in the feudal system in Europe. The term is applied to country houses that belonged to the gentry and other grand stately homes...
' in Sydney's Rose Bay
Rose Bay, New South Wales
Rose Bay is a harbourside, eastern suburb of Sydney, in the state of New South Wales, Australia. Rose Bay is located 7 kilometres east of the Sydney central business district, in the local government areas of Waverley Municipal Council and Woollahra Council .Rose Bay has views of both the Sydney...
neighborhood. The story states that she found success making "comfortable bras" while helping women feel "confident and sexy", and that women flocked from all over Australia to be fitted into and to purchase Gilly's bras and spend time in her house hearing her jokes and stories of travel. After two generations, Gilly's granddaughter returns in modern day to reopen the "renovated" original store in the Hicks' home.
The story is not meant to be taken seriously, but to be enjoyed and to give the shopper a fantasy to live in store. A&F markets the Gilly Hicks brand as "Australian" and being "established" in 1932, and the year is found on GH goods. The stores are designed as a home with multiple rooms, and an idealized "portrait" of the fictitious Gilly hangs in the stores.
Critics argue that the story merely makes the brand fake. There is nothing Australian about it at all, just like its creator Mike Jeffries who prides in American casual fashion. A&F Careers calls the brand American with "Sydney sensibility." Nevertheless, the fabricated Australian image is being used as a factor to attract customers and it is working. The first location outside of the United States to open will be at Westfield London
Westfield London
Westfield London is a shopping centre in White City in the London Borough of Hammersmith and Fulham. The centre was developed by the Westfield Group at a cost of £1.6bn,...
and is due to open in Autumn 2010.
Development
Down Under
The term Down Under is a colloquialism which is variously construed either to refer to Australia and New Zealand, or Australia alone. The term comes from the fact that these countries are located in the southern hemisphere, below many other countries on the globe.The persistence of the media use of...
." Development phase began in 2005 with an assembled "strong and talented development team". By 2006 reports of a "Concept Five" from Abercrombie & Fitch began to circulate on the Internet. However A&F remained tight-lipped on their future brand. Furthermore A&F began to trademark the Gilly Hicks name and sea-related logos in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
and in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
. The August Trademarks Journal reported that the UK trade marking was under four 'classes' including footgear, headgear, intimate apparel and imitate apparel accessories, athletic wear and athletic wear accessories, swimwear and swimwear accessories, fashion accessories, bags, fragrances and jewelry. Furthermore, the names "Gilly Hicks" and "Gilly Hicks: Sydney" were filed for protection by A&F, including prototype logos encompassing conch shells, nautilus, scallops, and sand dollars (with the sea shell seen as the potential final logo). By October 2, 2007, select Hollister Co.
Hollister Co.
Hollister Co., sometimes advertised as Hollister or HCo., is an American lifestyle brand by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged 14–18 through its SoCal-inspired image and casual wear. Goods are available in-store and through the company's online store...
stores began to promote GH through beauty products.
In the end of 2007, the brand's official homepage was launched as a promotional website, featuring a sepia toned promotional image of five men & one woman all in underwear. By December 26, 2007, the site was made restricted to underage visitors because of its only feature, a racy promotional film.
When it came to store locations, Tom Lennox from A&F stated that "having a 'portfolio' of strong brands strengthens Abercrombie's hand when negotiating with mall landlords for space." During the expansion of the upscale wing of Natick Collection
Natick Collection
The Natick Mall, formerly named the Natick Collection from February 2007 to July 2011, is a large shopping mall owned by General Growth Properties . It is located between routes 9 and 30 in Natick, Massachusetts and is adjacent to Shoppers World in Framingham, Massachusetts...
, A&F's Concept Five was the first to be arranged an opening on the newly revamped level. Construction of the store soon followed. Employees for the future opening location were required under company policy not to divulge any information they had on the brand to the press or any other entity. They were not even allowed to view the merchandise until two weeks before opening. An employee who requested to remain anonymous mentioned before the opening that "[Abercrombie & Fitch has] done jeans and sweatshirts... The Abercrombie girl needs something for underneath."
Investment figures on Gilly Hicks stand at $7.5 million USD in 2006 and up to $15 million USD in 2007.
Opening and reception
On January 21, 2008, the first Gilly Hicks store opened (measuring 10000 sq ft (929 m²)) in the upscale wing of Natick CollectionNatick Collection
The Natick Mall, formerly named the Natick Collection from February 2007 to July 2011, is a large shopping mall owned by General Growth Properties . It is located between routes 9 and 30 in Natick, Massachusetts and is adjacent to Shoppers World in Framingham, Massachusetts...
with high anticipation. Abercrombie & Fitch
Abercrombie & Fitch
Abercrombie & Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally....
analysts were exclusively invited to the event, where Mike Jeffries introduced the brand. He called GH "the Cheeky
Thong (clothing)
The thong is a garment generally worn as either underwear or as a swimsuit in many industrialized societies around the world. It may also be worn for traditional ceremonies or competitions such as sumo wrestling...
cousin of Abercrombie & Fitch". Afterwards, the analysts were encouraged to interact with the company's senior management team.
After the event, analysts came out very impressed with the brand's image and merchandise. Analyst Kimberly C. Greenberger enjoyed the "warm and inviting store entrance," the GH bras collection, and called Gilly Hicks's image "cute and sweetly sexy." She further said that Gilly Hicks is a more "wholesome" alternative to Victoria's Secret and that "mothers would not mind taking their 15 year-olds to Gilly Hicks to shop."
After the event, the store became the target of interest for many shoppers. Anticipation that was built before the opening was displayed as the store became full of customers. Center officials of Natick reported an extensive line of customers outside the GH doors that went well into the afternoon. Michael McNaughton, vice president of General Growth (in charge of the expansion of the Natick upscale level and who expressed interest in the GH store at Natick), said that "the opening certainly created a buzz that was so huge on the internet. People from California all the way to Australia were talking about this concept and contemplating coming out to see it."
A retail analyst named Chris Boring warns that Abercrombie & Fitch's brands are a "little more susceptible" should recession hit, because their specialties are premium-priced goods rather than necessities. "But a great brand can overcome that," he said. Boring later commented that the image is smart nevertheless, as Americans are intrigued by the Australian culture.
Post-opening
Four days after the opening, the AustraliaAustralia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
n newspaper, The Sydney Morning Herald
The Sydney Morning Herald
The Sydney Morning Herald is a daily broadsheet newspaper published by Fairfax Media in Sydney, Australia. Founded in 1831 as the Sydney Herald, the SMH is the oldest continuously published newspaper in Australia. The newspaper is published six days a week. The newspaper's Sunday counterpart, The...
published that GH coincidentally opened three months before the opening of Just Group's Peter Alexander (an underwear store). However, its CEO stated that GH will not be a competition, as both brands offer underwear to a completely different consumer group. The CEO was also curious on A&F's interpretation of Australia as a theme for an underwear store. Gillyhicks.com next became more informative with store locations and email subscriptions.
A total of 5 locations were open by the end of February. In months Gilly Hicks proved to very successful, gaining a great follow-up of customers from the Northeast
Northeastern United States
The Northeastern United States is a region of the United States as defined by the United States Census Bureau.-Composition:The region comprises nine states: the New England states of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island and Vermont; and the Mid-Atlantic states of New...
and Midwest
Midwestern United States
The Midwestern United States is one of the four U.S. geographic regions defined by the United States Census Bureau, providing an official definition of the American Midwest....
of the United States. The brand began expansion in the West coast
West Coast of the United States
West Coast or Pacific Coast are terms for the westernmost coastal states of the United States. The term most often refers to the states of California, Oregon, and Washington. Although not part of the contiguous United States, Alaska and Hawaii do border the Pacific Ocean but can't be included in...
on July 19, 2008, with the opening of an 11,000sqft store in Glendale, California
Glendale, California
Glendale is a city in Los Angeles County, California, United States. As of the 2010 Census, the city population is 191,719, down from 194,973 at the 2000 census. making it the third largest city in Los Angeles County and the 22nd largest city in the state of California...
's Americana at Brand
Americana at Brand
Americana at Brand is a large outdoor shopping community in Glendale, California. The property was built and is owned and operated by Los Angeles businessman Rick J. Caruso and his company Caruso Affiliated. Caruso Affiliated has built and operates of many other projects including The Grove at...
. Chairman and CEO of Caruso Affiliated and developer of Americana at Brand mentioned, "The Gilly Hicks brand has already created a tremendous buzz ...So we are excited to give West coast consumers the first opportunity to shop in this one-of-a-kind store with its unique ambience and trendy merchandise." In July 2008, a second promotional film was launched. Although 16 stores were planned to open in 2008, only 13 did.
The brand launched its much waited-for online store on January 28, 2009. For Christmas 2009, GH introduced its first calendar for the 2010 year and its entourage of male models visited the stores nationwide.
Website and marketing
Gillyhicks.com first launched as a promotional website. This marketing technique was first implemented on RUEHL No.925 from 2004-2007. Today, Gilly Hicks operates an online store. From 2008-summer 2010, it was the most conceptual of the A&F homepages using Adobe Flash PlayerAdobe Flash Player
The Adobe Flash Player is software for viewing multimedia, Rich Internet Applications and streaming video and audio, on a computer web browser or on supported mobile devices. Flash Player runs SWF files that can be created by the Adobe Flash authoring tool, by Adobe Flex or by a number of other...
extensively, but has since been converted to a regular website. The brand launched its much waited-for online store on January 28, 2009. GH also operates a careers website.
The same sexual marketing tactics used for the Abercrombie & Fitch
Abercrombie & Fitch
Abercrombie & Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally....
brand are also implied on Gilly Hicks marketing. It is considered a "fine line between sexy and soft-core porn." Mike Jeffries has stated that A&F is all about sex
Sex
In biology, sex is a process of combining and mixing genetic traits, often resulting in the specialization of organisms into a male or female variety . Sexual reproduction involves combining specialized cells to form offspring that inherit traits from both parents...
, and Gilly Hicks is the perfect concept to embody this aspect through exposing "a lot of skin" in its advertising
Sex in advertising
Sex in advertising or sex sells is the use of sexual or erotic imagery in advertising to draw interest to a particular product, for purpose of sale. A feature of sex in advertising is that the imagery used, such as that of a pretty woman, typically has no connection to the product being advertised...
. Photography is shot by Bruce Weber
Bruce Weber (photographer)
Bruce Weber is an American fashion photographer and occasional filmmaker. He is most widely known for his ad campaigns for Calvin Klein, Ralph Lauren, Pirelli, Abercrombie & Fitch, Revlon, and Gianni Versace, as well as his work for Vogue, GQ, Vanity Fair, Elle, Life, Interview, and Rolling Stone...
who does all other A&F brands' photography. Weber has a history of sexually provocative imagery, most notably for Calvin Klein
Calvin Klein
Calvin Richard Klein is an American fashion designer who launched the company that would later become Calvin Klein Inc. in 1968. In addition to clothing, Klein has also given his name to a range of perfumes, watches, and jewelry....
underwear. Unlike most marketing for female-exclusive brands, men also are included to appeal to heterosexual women. The marketing photos are rendered to Sepia tone. For Christmas 2009, a collection of psychadelic-colorful and racy photographs, akin to images from A&F Quarterly
A&F Quarterly
A&F Quarterly is an American lifestyle periodical by Abercrombie & Fitch. Targeted towards the college-aged youth , the Quarterly primarily serves as a promotional vehicle for the A&F brand...
, were debuted, featuring a menage-a-trois picture inspired by the pop culture hype generated by Britney Spears
Britney Spears
Britney Jean Spears is an American recording artist and entertainer. Born in McComb, Mississippi, and raised in Kentwood, Louisiana, Spears began performing as a child, landing acting roles in stage productions and television shows. She signed with Jive Records in 1997 and released her debut album...
' 3. Since then, GH marketing has included colorful photography in marketing, also recycling previous A&F photography.
The catchphrase "Down Undie(s)", which is a play on "Down Under", also plays a key role in advertisement. GH sent out emails to its subscribers titled Welcome Down Undie and saying "[...] check back [...] to [...] see what we're working on Down Undie." The catphrase I date a Gilly Girl is also used.
GH films
Gilly Hicks's first marketing film was restricted to over-age viewers. Nevertheless, it was easy to simply access the video by using a fake name, birthdate, and zipcode. The film featured a large assortment of topless women parading around the beach and home, as well as swimming, in pantiesPanties
Panties are a form of underwear, usually light and snug-fitting, designed to be worn by women or girls in the area directly below the waist. Typical components include an elastic waistband, a crotch panel to cover the genital area , and a pair of leg openings which, like the waistband, are often...
. Scenes of naked men, interacting with the women, were scattered around the video as well. The video made a splash on the internet and received much publicity. Ohio State University
Ohio State University
The Ohio State University, commonly referred to as Ohio State, is a public research university located in Columbus, Ohio. It was originally founded in 1870 as a land-grant university and is currently the third largest university campus in the United States...
marketing professor H. Rao Unnava said that "it was like watching a Playboy
Playboy
Playboy is an American men's magazine that features photographs of nude women as well as journalism and fiction. It was founded in Chicago in 1953 by Hugh Hefner and his associates, and funded in part by a $1,000 loan from Hefner's mother. The magazine has grown into Playboy Enterprises, Inc., with...
movie."
The second marketing film made its debut in late July 2008 on the official homepage. It focuses on a young woman who goes horseback riding, attends a Sydney café, enjoys the beach in panties (and bra this time), and sketches a nude male with whom she also flirts around. The only explicit imagery is an instance with her silhouetted/shadowed breasts and a see-through bra. The woman's clothing while horseback riding is what Gilly Hicks wears in her portrait hung in stores, leading to the conclusion that the woman is a modern version of Hicks.
Both films are directed by John Urbano, who also does the films for all other Abercrombie & Fitch brands. In early 2009, a third film debuted which is a somewhat return to the raciness of the first film.
Merchandise
Jeffries called the intimate clothing "underwear, not lingerie." In store, Gilly Hicks brand representatives mention a lot about a "boy-girl tension" with the clothing (and other elements). The character of the merchandise is casual with boyish hints (hence the "boy-girl tension"). Indeed, A&F Careers sums up the merchandise as "classic and vibrant with a little tomboyTomboy
A tomboy is a girl who exhibits characteristics or behaviors considered typical of the gender role of a boy, including the wearing of typically masculine-oriented clothes and engaging in games and activities that are often physical in nature, and which are considered in many cultures to be the...
sexiness." The mix of masculine and feminine design touches extends the store's theme of 'boy-girl tension' which carries over to the design of some of the 'boy style' cotton panties and tank tops," mentioned Vice President of GH. Gilly Hicks merchandise is priced to be affordable to Abercrombie & Fitch shoppers. Cotton underwear sells for $11.50 USD while lace bras are priced at $49.50 USD.
Similar to how Hollister Co.
Hollister Co.
Hollister Co., sometimes advertised as Hollister or HCo., is an American lifestyle brand by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged 14–18 through its SoCal-inspired image and casual wear. Goods are available in-store and through the company's online store...
apparel is named after SoCal beaches, GH clothing and fragrance is named after Sydney-neighboring beaches and neighborhoods. All clothing is tagged with a the GH label reading "Gilly Hicks / Sydney."
The hip apparel is suited to every taste from skimpy to full coverage in a variety of colors. Items are categorized into six areas:
Down Undies: This encompasses bloomers, thongs, "skinny thongs", bikini, and boyshort panties.
Intimates: Intricately designed traditional lace and vintage-looking silk bras, panties, and camis are separately provided in this area. This was previously named "Fashion".
Hang Out: This category includes casual wear. It spans over tops (logo shirts, tanks, hoodies, knits, and sweaters), bottoms (fleeces pants and shorts), sleepwear, dresses, and flip-flops. This was previously named "At Home". The denim pocket designs are attributed from A&F's latter brand, RUEHL No.925
Body Care: "Scented body" (Body wash, body lotion, hand & body cream, and body mist), "Eucalyptus" make-up (bronzing powder, bronzing brush, body lotion, gradual tan lotion, lip balm, and lip butter), "Lip" (gloss, color, tint, butter, and balm).
Fragrance: This carries five fragrances all Eau de Parfume. These are Tamarama, Castlereagh, La Perouse, Kirrawee, and Kissing Point. In sleek bottles with a classic appearance, they are displayed in antiquated glass cabinets.
Photography books by Bruce Weber
Bruce Weber (photographer)
Bruce Weber is an American fashion photographer and occasional filmmaker. He is most widely known for his ad campaigns for Calvin Klein, Ralph Lauren, Pirelli, Abercrombie & Fitch, Revlon, and Gianni Versace, as well as his work for Vogue, GQ, Vanity Fair, Elle, Life, Interview, and Rolling Stone...
(photographer for Abercrombie & Fitch) and by other male-form appraising photographers are even on sale, meant to draw the attention of heterosexual women.
Design and concept
Michael Jackson
Michael Joseph Jackson was an American recording artist, entertainer, and businessman. Referred to as the King of Pop, or by his initials MJ, Jackson is recognized as the most successful entertainer of all time by Guinness World Records...
, The Carpenters
The Carpenters
Carpenters were an American vocal and instrumental duo, consisting of sister Karen and brother Richard Carpenter. The Carpenters were the #1 selling American music act of the 1970s. Though often referred to by the public as "The Carpenters", the duo's official name on authorized recordings and...
, and The Bangles
The Bangles
The Bangles are an American all-female band that originated in the early 1980s, scoring several hit singles during the decade.-Formation and early years :...
).
The first four stores opened measure at 10000 sq ft (929 m²). However, Abercrombie & Fitch will begin rolling out 7000 sq ft (650.3 m²) locations by the end of 2008. The 10000 sq ft (929 m²) stores encompass a dozen rooms. However, a 11,000sqft location was opened in July 2008 at Americana at Brand. Analysts see the expense of the stores as a drawback in the expanse of profitability.
Michael McNaughton stated that Abercrombie & Fitch has "created a store that inspires people to want to explore...people shopping for intimate apparel probably enjoy the discreet, closed setting. The lack of windows affords customers privacy, and that fact that the store isn't laid out in one giant room probably goes a long way in making a shopper feel comfortable." (See RUEHL No.925 for economical/customer issues involving no windows.)
Expansion plans
In 2008, thirty-nine stores were reported to open by the end of 2010, but due to the economic recession, this seems unlikely. A&F roughly estimates a long-term potential for 800 Gilly stores in the United States. A&F CFO Michael W. Kramer said in a conference call with investors that "because our brands are not intended to appeal to everyone, an important characteristic of our business model is that we recognize its limits, how much we can grow each of our brands. We think we can open [Gilly Hicks] in every place Hollister does." Hollister also has a potential for 800 locations.From the start (2008), analysts viewed international expansion for the brand as a possibility because all other A&F brands have embarked on that endeavor. In May 2010, A&F released plans to open the first GH international store in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
during its fourth quarter 2010 fiscal year (Christmas 2010). The store has opened on November 29, in the Westfield London
Westfield London
Westfield London is a shopping centre in White City in the London Borough of Hammersmith and Fulham. The centre was developed by the Westfield Group at a cost of £1.6bn,...
Mall. Gilly Hicks will be opening their 2nd UK store in the capital city of Wales towards the end of 2011. A&F will be opening their second brand in the St Davids Shopping Centre, just a few doors down from Hollister in units 56-58 of the upper shopping level. They are also opening a Gilly Hicks store in Bluewater shopping centre in Kent next door to the Hollister store in late 2011.
There are no current plans for Gilly Hicks to open in Easton Town Center
Easton Town Center
Easton Town Center is a large mixed-use town center in Columbus, Ohio, United States. It is designed to look like a classic American main street, with public spaces, fountains, a street grid, and metered storefront parking....
(close to A&F Headquarters) which houses all other A&F brands. Easton Town Center released their expansion plans for 2010, which do not include Gilly Hicks for its 2010 expansion.
It has also been reported by Abercrombie & Fitch employees that the real reason Gilly Hicks won't open a store in the Columbus Metropolitan Area
Metropolitan area
The term metropolitan area refers to a region consisting of a densely populated urban core and its less-populated surrounding territories, sharing industry, infrastructure, and housing. A metropolitan area usually encompasses multiple jurisdictions and municipalities: neighborhoods, townships,...
is because former Victoria's Secret
Victoria's Secret
Victoria's Secret is an American retailer of women's wear, lingerie and beauty products. It is the largest segment of publicly-traded Limited Brands with sales of over US$5 billion and an operating income of $1 billion in 2006...
designers work for Gilly Hicks. Opening up a store in the region will be "disrespectful" to the company because VS is a Columbus, OH-based brand and are very popular within the area.