Abercrombie & Fitch’s fifth brand called Gilly Hicks is a lifestyle specializing in women’s intimates, loungewear, and personal care products. GH is Australian themed which was originally inspired by the phrase “Down Under.”
After viewing the GH website there has been quite a controversy on the video clip. Viewers were appalled by the soft-porn form of advertisement; the age-restricted Gilly Hicks film features a great assortment of topless women prancing around and swimming in nothing but panties. There are also several scattered scenes throughout the video of naked men mingling with the women. Many have pointed out Abercrombie’s mass amount of nudity and failure to market GH’s products properly. After watching the video myself I never found out what colors their underwear came in or the various designs they had to offer.
A&F Chairman and CEO Mike Jeffries stated that Abercrombie is all about SEX, and that Gilly Hicks is the ideal fit to embody such a facet by revealing “a lot of skin” in its advertising.
After reading a few articles about the opening of Gilly Hicks I’ve come to agree that this was what Abercrombie & Fitch wanted. THIS IS EXACTLY WHAT THEY WANTED. They deliberately made their short film as scandalous as possible so people would become offended and would talk to others about it, kind of like what I’m doing right now….
It’s just like A&F to pull this sort of shenanigan, considering the soft-porn like images they were known to post in the AF Quarterly magazine which stopped printing in 2003 due to the raging governor of Illinois, fuming mothers, and the threats of lawsuits by four states. However, it’s been reported that the magazine will be re-launching later this year with just as provocative imagery as before.
Apparently Mike Jeffries is an intelligent man because, since Gilly Hicks, Syndey has opened there has been significant drops in shares and store sales at Victoria Secret and Aerie.