Do you remember when Gilly Hicks used to be its own store? Me neither. Apparently the brand used to have 28 stores, one of which was located in Aventura, Florida. After its inability to find its niche in the lingerie world, it eventually closed down in 2014 and retired to a lonely corner of Hollister stores. I’ve purchased a bra or two from the line, nothing exciting, but recently, they announced a “Gilly Hicks Galentine’s Day Party” and I was eager to see what it was all about. 1. I’d never been to a store “party” and 2. I was interested to see the long-lost lingerie brand on display.
When I visited, the first thing I saw was red heart balloons decorating the tables in the store. Where swimsuits and other Hollister goods usually are, Gilly Hicks bras and underwear hung from hooks and lay across the tables. The set up was very cute, but I was ready to see the deals.
I overheard the manager informing the girls dressed in (totally cute!) pajamas with eye masks that the first 50 people to check out with a Gilly Hicks purchase would receive a free eye mask and a cookie. This was incentive enough to begin my search for Gilly Hicks apparel. The initial deal that convinced me to give the store a visit for the event was the $20 bra and undies set for Club Cali members. Another deal read that purchases of $50 would receive a free pair of undies or boxers. Yet another offered $15 off $75 or $20 off $100 purchases.
The girls were really nice and helpful; I assumed they brought on more staff than usual to cover for the event- if you could call it that. The flyer promised “treats, music, and more!” which were nowhere to be found. The event most likely served its short term purpose to spike Gilly Hicks brand sales for the evening but failed to deliver fun. I did indulge on a couple sets of intimates and an adorable set of postcards (to be discussed in my official Valentine’s Day post) so the night wasn’t an entire bust.
Reflecting on the actual products offered by Gilly Hicks, I feel like the line is most in competition with Aerie. I recently read somewhere that Victoria’s Secret is declining because millennials are relating less and less to the advertisements, appreciating coziness over “sexy”, and Gilly Hicks definitely comes through with comfort. I still shop at Victoria’s Secret/ Pink somewhat frequently but I do find that the value of comfort is much more appealing in other brands. I feel that Gilly Hicks could definitely find its niche in the lingerie business if it continued to attempt to raise publicity again through methods like this. Perhaps if it got creative with the surfer angle adapted from the Hollister store or launched its own unique advertising campaigns such as Aerie’s 2014 un-retouched ads, I’m confident that the brand could redeem itself.
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