Gilly Hicks, a division of Abercrombie & Fitch Co. announced the launch of its gender-inclusive collection, new store and digital experience and a reimagined brand purpose.
We were invited down to the official opening of the store at Westfield White City where we had a chance to see the new store, try on new items such as underwear, loungewear and activewear in patterns and colours that match everyone’s styles, regardless of gender identity. We learnt more about the gender-inclusive collection and how Gilly Hicks is tapping into the new Gen Z era with the new collection.
The first gender-inclusive underwear collection launched on 15th July; customers can shop the full lines exclusively in Gilly Hicks and Hollister stores, as well as www.gillyhicks.com and www.holllisterco.com. Underwear prices start at £9.
In addition to the expanded product collection, select Gilly Hicks side-by-side stores, next to Hollister locations, have been refreshed to provide a new brand experience, including the side-by-side store in Westfield White City, London. These in-store experiences feature a welcoming atmosphere where product is merchandised by fabric and end-use rather than separated by gender to provide a comfortable, seamless shopping experience for all. Gilly Hicks carveout locations in Hollister stores are set to be enhanced soon.
The UK currently has 30 Gilly Hicks locations and opportunities for additional global standalone stores will be evaluated in the future.
“We are thrilled to begin this new chapter for Gilly Hicks. From its global reintroduction in 2017, to last year’s addition of our highly successful Gilly Go activewear line, to providing matching underwear, loungewear and sleepwear that can be worn by all genders – the brand has continued to evolve to best meet our customers’ needs,” said Kristin Scott, Global Brand President at Abercrombie & Fitch Co. “Today the brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness. The new product, digital experience, stores and our recent investments in talent further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy.”
“The introduction of gender-inclusive product truly reflects what our Gen Z customers are looking for today and we are excited to help our EMEA customers find their happy place through our evolved Gilly Hicks experience. said Katie Adams, Director of EMEA Marketing at Gilly Hicks. “We look forward to our EMEA customer discovering our new brand purpose, and will continue to evaluate opportunities to expand Gilly Hicks in the European market.”