Abercrombie & Fitch‘s underwear brand Gilly Hicks is to make a comeback in Hollister stores four years after it closed the doors on its bricks and mortar stores.
The Australian-style underwear brand, which launched in 2007, struggled to resonate with young consumers and Abercrombie was forced to shut down its 23 global stores after suffering disappointing results.
However, with underwear brands such Aerie gaining pace with younger consumers, Hollister is hoping to revive the brand.
“We recognised an opportunity to redefine the Gilly Hicks brand, and we know our Hollister customer will enjoy another destination for fun and cozy bras, undies Read full story ›
Source: The Drum
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