THE RETAIL BULLETIN - The home of retail news
HOME
VIRTUAL EVENTS
Department Stores
Electricals
Entertainment
Fashion
Food & Drink
General Merchandise
Health & Beauty
Home & DIY
Interviews
Newsletter
Property
Shopping Centres & Retail Parks
Sports & Leisure
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT
CONTACT
SUBSCRIBE FOR FREE
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… View Article

FASHION

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.”

 

 

 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News