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Abercrombie & Fitch Co. (NYSE: ANF) recently opened Gilly Hicks, a provider of women's undergarments like no other.
"The shop, which contains upper-end lingerie, loungewear and intimate accessories, is modeled after a British manor, with columns at its doorways, dark wood paneling and close to a dozen rooms, such as a `bra library' featuring more than 40 styles," according to the Wall Street Journal (subscription required). The company plans to open as many as 15 other Gilly Hicks outlets this year, the paper said.
Abercrombie & Fitch continues to walk the fine line between sexy and soft core porn with Gilly Hicks. The promotional video for the chain on its Web features half-naked and at times totally naked models of both sexes cavorting on a beach in what appears to be Australia. Gilly Hicks, according to the company's marketing department, emigrated from England to Australia in 1932 and opened an underwear store in her family's British colonial-style manor house in Sydney.
This 40-year-old married guy from New Jersey isn't sure if the message of the commercial is that our underwear is so comfortable that you will run around in it in front of total strangers in the beach. Apparently, the models didn't get the message that prolonged exposure to the sun can damage your skin.
Gilly Hicks, which is the company's fifth chain, seems like a good fit with the rest of the company's businesses which are aimed at young people. Plus, the timing seems right as well. Shares of Limited Brands Inc. (NYSE: LTD), parent of Victoria's Secret, have been clobbered over the past year, tumbling more than 33%. December same store sales fell 8%, twice as much as expected. American Eagle Outfitters Inc. (NYSE: AEO) is counting on its Aerie brand of bras, underwear and robes to keep its sales from eroding further.
Shares of the New Albany, Ohio-based casual retailer have risen about 5% over the past year, a solid performance given the worries among investors about consumer spending. Earlier this month, Abercrombie & Fitch posted a decent 9.4% increase in fourth quarter profit on the performance of its Hollister Co. chain and its children's apparel business. Wall Street investors were disappointed with the company's guidance though one analyst is predicting that the stock could jump nearly $30 to $100. That means they will pay extra attention to the performance of the Gilly Hicks, something which they probably would have done anyway for reasons having nothing to do with finance.
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Reader Comments (Page 3 of 3)
2-28-2008 @ 6:52AM
maggie said...
I know strippers who shop at VS. When I compare my sexy undies, bought at Walmart for about $4 to theirs,(worn on stage) bought for $25- I can't tell the difference. Not all Walmarts have the hoochie mama stuff, though- you have to look at a few stores if yours doesn't have them.
2-28-2008 @ 6:59AM
durangodrifter said...
I remember the good old days (before pantyhose. Women had no choice but to wear garter belts and Nylons. Now that was sexy without even trying. (come on, who of us have not fantisized about one of your teachers) while supposedly getting a higher education?
The guy who invented pantyhose out to be shot. He killed all of many a young lads best fanntasies.
2-28-2008 @ 7:11AM
Clare~ said...
Back when underwear was pretty and feminine panties had soft lace and soft materials. We found the need to create some panties that reflect that kind of quality so we created a website about 10 years ago aimed at vintage style underwear. We asked many US companies to make them for us and now we have a nice assortment in all sizes and cuts. All Made in USA ! we designed them ourselves and take pride in the quality of each piece. Take a look if you have time. No need to buy foreign low quality stuff. no thongs here !
www.fancy-panties.com thanks, clare~
2-29-2008 @ 7:50AM
gilly said...
It seems that so many people are so quick to comment about the AnF way of marketing and advertising. Straight up, sex sells. While the video on the Gilly Hicks website may be sexy, it is most absolutely classy. The human body is something we shouldn't hide our eyes from, and the Gilly Hicks video is just focusing on the all-american, sophisicated, natural female. If anyone has been into a Gilly Hicks, you would know that the store itself does not scream sex at all. It is a beautifully decorated store that makes a girl feel comfortable shopping for a bra and underwear. This store really is for the girl who wants to feel sexy in a pastel pink bra, or cute boyshort underwear. The prices are also very reasonable, so please stop bashing a brand that is just starting to get noticed.
2-29-2008 @ 1:13PM
DLR said...
A few years ago I would have said that Victoria's Secret was the only place I shopped for bras, hose and fun pajamas. Now, I not only can't find anything that fits well, but the quality has dropped. I can't even find the hose that were my all time favorite so I have cut up my card and regretably don't shop there anymore. It used to be one of my favorite treats.
..... and by the way Abercrombie and Fitch isn't selling clothes for the younger set. It is selling raw sex. The store and its ads are a big turn off.
3-02-2008 @ 7:32AM
Melrose said...
While I have nothing wrong with this new line, or with Vickie's...but honestly, why is it that unless you're a 34 C, or smaller, you can't find anything that fits? We're not all part of the itty bitty committee, and curvy girls need some support =]
3-02-2008 @ 3:22PM
Cire said...
The human body is GOD's beautiful work of art when showing it in this way! Adam and Eve may need to be shown, having to shop for clothes at Gilly Hicks and A & F, in the next print & video ad.
3-13-2008 @ 11:15AM
Jen Z said...
A&F has definitely gone downhill. I use to love this place but in the past few years, it seems like they sell the same crap over and over again. Their "women's" wear looks like something a 12 year old would have in the closet. There is nothing special or unique about the clothes. They offer a very limited variety of clothing.....very disappointed!! I wish they would make a more mature line of clothing.