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Wednesday, July 6, 2011

Hollister Bags in a Gilly Treat!

The hot promo card handed out to lucky Betty shoppers at Hollister stores throughout the United States.
Hollister Bettys were handed more than just their purchased goods at Hollister two weeks ago in the USA. As a promotional move to help spread spread awareness of the brand, Bettys shoppers received a nice little  promotional card from Gilly Hicks. The card featured a sexy photo of models Ashley L. and Jimmy Brighton getting close and intimate on the front; the back stated, "See why Hollister Dudes date Gilly Hicks Girls" and offered a promo code for 20% at gillyhicks.com. Hollister provides the tees and jeans, but an HCo girl also needs Down Undies!

This is a very smart promotional move, however slow - quite ironic. How so? Ever since 2007 (weeks before the launch of Gilly Hicks in 2008), I thought about how great it would be for the Company to place some sort of cards or promo material in the bags of female Abercrombie & Fitch, Hollister, and Ruehl shoppers. Throughout the Company's consumer base, it would have raised awareness for the Gilly Hicks brand. The idea must have not crossed Abercrombie & Fitch's mind. (I swear I need to be working at Home Office!). It actually took the Company more than two years to actually come up with the idea, obviously, because they just now started the strategy. That's why it's slow. (I even posted the above image on the GH official Facebook page just to voice this thought out to the Company).

Nevertheless, the awareness for the Cheeky Cousin of Abercrombie & Fitch is ever more growing! In June, the brand surpassed the 100,000 mark for likes on Facebook. Annoyingly, it seems to be that the majority of these "Gilly Hicks Girls" are in their teens. When the brand first came out, it was all about skin and sex appeal of beautiful young adult women and the men that they enjoy in the Australian setting. In other words, GH was initially a woman's brand (not a place for immature teens). And the promo in Hollister isn't helping in that respect; it's just going to bring in more of a high tide of little girls who don't even have the maturity to value the worth of the GH image - they couldn't even tell you who Bruce Weber is, let alone comment on his renown work, or even appreciate the incredible details that go into the creation of every GH store. And the marketing now is toned down and dull as if reflecting and accommodating to this consumer base...As long as Gilly is happy (with shoppers storming her Land of Down Undies), I'm happy as well I guess. (Scratch that out; it pisses me off, but there's nothing I can do about it)...

With 20%, I figured I could use the offer to my advantage - calculator in hand. Standard shipping in the US is $10 for orders under $100. So if I purchased $50 worth of goods and apply the 20% off, then I'll only pay up $40 and use the extra $10 for the shipping! Smart, huh! If you missed out on the Gilly treats at the pier, than that is just too bad...

P.S. Apart from the promo cards, hollisterco.com has a Bras and Undies page under its Bettys division that also promotes the brand. And no you don't find an offer for 20% off there. Sorry. :( Abercrombie & Fitch also promoted GH in its stores, and also has a page on abercrombie.com for it, but this post just happened to be focused on HCo...