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THE PREPPY PROS LAUNCH NEW LINGERIE CHAIN
MARK LENNIHAN, ASSOCIATED PRESS
By Phebe Hunnicutt
It's a company that has cornered the market on micro minis and short shorts for sorority girls with an advertising strategy based on scantily clad (and at times just plain naked) college students. So it's no surprise that the preppy pros over at Abercrombie & Fitch are making a foray into lingerie, and for the first time, looking outside the US for their inspiration.
The new lingerie shop, called Gilly Hicks, will be a fully developed lifestyle brand with a story all its own. Inspired by the fictional tale of heroine Gilly Hicks, an English woman who immigrated to Australia in 1932 and launched her own underwear line from her family's colonial home in Sydney, Chairman and CEO Mike Jeffries describes the brand as a "cheeky cousin of Abercrombie & Fitch."
The new venture may have an Aussie twist, but it will be sticking with its American cousin's commitment to "casual luxury." Ranging from bra and panty sets to boxer briefs, bathing suits and pajamas, Gilly Hicks' style is flirty and fun but designed to be comfortable enough for everyday wear. And the ad campaign is even racier than Abercrombie's.
A video on Gilly Hicks' website
shows young, very naked models gallivanting on an exotic beach, occasionally wearing lingerie. Users must enter their birth date to view.
If the first store, which opened in Natick, MA in January, is any indication, customers can expect an elegant, if not slightly over-the-top shopping experience. The shop is designed to resemble a colonial-style manor house complete with couches, chandeliers, fireplaces and even bra libraries.
Currently there are five Gilly Hicks stores open for business (Natick, Lake Grove, NY, the Mall of America in Minneapolis, Aurora, IL and Farmington, CT ) with expansion plans in the works.
Recent Comments
xodaddyzgirl4EVA 05:34:06 PM Jun 15 2008
i love this store!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
:P
cute everything and its amazing in there! i wish i was old enough to work there!! <333333
n4te0ne 02:52:20 AM Mar 20 2008
This is why the usa is ******. to many goddamn people care about image, instead of their lives. We wish we were what was on tv, when in reality if we hadn't had tv, these people would be nobody. A AND F is cool if you a 15 year old highschool girl. grow up, read some books. take back our country.
GOOGLE RON PAUL.
some of you who have replied fall into this category... media brain washed great people.. its time to wake up.
wakethefukup.info
aniala83 12:34:31 AM Mar 01 2008
I've never liked FB. And yeah, Im tired of lookin at the same skinny people over and over again. I can't tell skinny people apart anymore cuz they all a dime a dozen now. But I love the muscular men. :-) I could stare at that all day long. And men in uniforms...HOT HOT HOT!!!! I'd like to see more naked men out there in ads, commercials, vidoes, etc...Ladies gotta have something to look at too. Well that was fun...guess I'll read something else now.
maciage111 10:31:18 PM Feb 29 2008
Abercrombie, Hollister, American Eagle...they're all the same. Terribly overpriced clothing that's mediocre at best. Americans are complete idiots for buying into this crap.
mzchavette 09:58:43 PM Feb 29 2008
Funny, they are selling lingerie, but the models are naked most of the time. They should be selling body creams or lotions or something. The guy's butt was hot though... wish he'd turn around! LOL
jphazmat 09:52:10 PM Feb 29 2008
I don't know about the customer service at Gilly Hicks, but it is pi** poor at Abercrombie and Fitch. Nothing like have an undernourished, underage cashier look at me like I'm bothering her when I politely approach the counter to pay for my purchases, all the while knowing that I make more money in one day than she probably makes in a week--or can manage to weasel out of Mommy and Daddy.
cesiliecris 08:40:54 PM Feb 29 2008
U just jealous finen23 because cause you cannot fit in any of those clothes finen23-crap
