Gilly Hicks

Gilly Hicks is a lifestyle brand, from American company Abercrombie & Fitch, specializing in women's "knickers from casual to sexy, relaxed PJ's and beauty things." Marketed for the female consumers of its parent brand, Gilly Hicks is officially labeled as "the Cheeky cousin of Abercrombie & Fitch."

The brand is the fifth from A&F, and was initially known as Concept 5. The Australian theme of Gilly Hicks was originally inspired by the phrase "Down Under". In saying, it is the only brand from Abercrombie & Fitch with a non-American image. The recent brand has been named as one of Michael Jeffries' best new ideas for Abercrombie & Fitch's portfolio of brands.

GH is primarily set to compete with large lingerie chains Victoria's Secret and NAT, Frederick's of Hollywood and Aerie.

Read more about Gilly HicksWebsite and Marketing, Merchandise

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