Gilly Hicks moves return to bricks-and-mortar stores up a gear
Abercrombie & Fitch’s Gilly Hicks by Hollister brand is moving its return to bricks-and-mortar retail up a gear with the opening of four pop-up stores in the US.
The lingerie brand was reintroduced in 2017 due to customer demand. Its clothing is stocked in all Hollister stores.
One of the new shops will be situated at BrandBox, the new flexible retail concept at Tysons Corner Center in Tysons, Virginia. Owned by Macerich, BrandBox provides a platform for brands to test a new market or concept, and for online brands to open and operate their first physical stores.
Brandbox will offer Gilly Hicks access to marketing, programming and a retail analytics dashboard to measure data such as in-store sales, foot traffic and customer engagement.
The remaining stores will open in Dolphin Mall in Miami, Macerich’s Los Cerritos Center, and Baybrook Mall in Friendswood. The pop-ups will compliment the existing Gilly Hicks standalone locations at Ala Moana Center in Honolulu and Roosevelt Field in Garden City.
Kristin Scott, president of global brands at Abercrombie & Fitch, said: “These Gilly Hicks pop-ups introduce new, engaging experiences for our customers, and create greater brand awareness. As part of our test-and-learn approach, we’re looking forward to seeing how customers respond to Gilly in these unique and innovative formats.”