Merchandise
Jeffries called the intimate clothing "underwear, not lingerie." In store, Gilly Hicks brand representatives mention a lot about a "boy-girl tension" with the clothing (and other elements). The character of the merchandise is casual with boyish hints (hence the "boy-girl tension"). Indeed, A&F Careers sums up the merchandise as "classic and vibrant with a little tomboy sexiness." The mix of masculine and feminine design touches extends the store's theme of 'boy-girl tension' which carries over to the design of some of the 'boy style' cotton panties and tank tops," mentioned Vice President of GH. Gilly Hicks merchandise is priced to be affordable to Abercrombie & Fitch shoppers. Cotton underwear sells for $11.50 USD while lace bras are priced at $49.50 USD.
Similar to how Hollister Co. apparel is named after SoCal beaches, GH clothing and fragrance is named after Sydney-neighboring beaches and neighborhoods. All clothing is tagged with a the GH label reading "Gilly Hicks / Sydney."
The hip apparel is suited to every taste from skimpy to full coverage in a variety of colors. Items are categorized into six areas:
- The Bra Library
- Hundreds of bras of 40 different styles are placed on display on dark cherry wood shelves in the "Bra Library." This includes a variety of brassieres in an array of colors, silhouettes, and linings. The bras in the Library have proven to be very popular since the opening.
- Down Undies
- This encompasses bloomers, thongs, "skinny thongs", bikini, and boyshort panties.
- Intimates
- Intricately designed traditional lace and vintage-looking silk bras, panties, and camis are separately provided in this area. This was previously named "Fashion".
- Hang Out
- This category includes casual wear. It spans over tops (logo shirts, tanks, hoodies, knits, and sweaters), bottoms (fleeces pants and shorts), sleepwear, dresses, and flip-flops. This was previously named "At Home". The denim pocket designs are attributed from A&F's latter brand, RUEHL No.925
- Body Care
- "Scented body" (Body wash, body lotion, hand & body cream, and body mist), "Eucalyptus" make-up (bronzing powder, bronzing brush, body lotion, gradual tan lotion, lip balm, and lip butter), "Lip" (gloss, color, tint, butter, and balm).
- Fragrance
- This carries five fragrances all Eau de Parfume. These are Tamarama, Castlereagh, La Perouse, Kirrawee, and Point Piper. In sleek bottles with a classic appearance, they are displayed in antiquated glass cabinets.
Photography books by Bruce Weber (photographer for Abercrombie & Fitch) and by other male-form appraising photographers are even on sale, meant to draw the attention of heterosexual women.
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