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Wednesday, January 9, 2013

Abercrombie & Fitch Womens Underwear...What's the Deal?

The East Coast tradition tries a little Down Undie attitude!
We all love Gilly Hicks and her adorable bras and Down Undies. Since the January 2008 introduction of the brand into fashion retail, Gilly Hicks has been the destination of choice of girls looking for cute-chic styles of underwear. Undeniably, Gilly Hicks is the only place to shop for intimates for the devoted A&F Family girl. So when you consider that, it's odd to think that the Company would be selling Abercrombie & Fitch-branded and Hollister-branded underwear for its female customers...

Abercrombie & Fitch did sell underwear for women beginning in 2000. Abercrombie kids also sold undies for girls (infamously so!), and RUEHL did sell lingerie for women, as well. Then work for Gilly Hicks began and the brands discontinued their womens underwear lines in the mid-2000s. Gilly Hicks was then introduced in 2008 with the purpose of now having a brand devoted to womens underwear in the A&F Family. And in 2012, the Company decided to try selling some womens undies in A&F and HCo stores. Does that not go against the purpose of having Gilly Hicks? Why would it do that? Why not instead further promote GH with GH underwear in A&F and HCo stores? Were Gilly Hicks a real person, you'd think she would be jealous and a little pissed off by this...and reasonably so! Without an explanation, it just doesn't make sense...whatever explanation there may be, it still wouldn't really make reason.

One reader of ours, William B., kindly shared with us this following image of the Abercrombie & Fitch womens underwear on sale inside the store at the Shops at La Cantera shopping center in San Antonio, Texas...






William mentioned that the undies placement may be for testing local markets....but ironically, as William also pointed out, La Cantera already has a Gilly Hicks store! And it doesn't make sense to test the markets for GH with A&F and HCo-branded undies...when it could appropriately be done with actual sample GH product. Who knows.

Obviously, the underwear was not a big seller as there are still hoards. They are going for US$3 a pop! Pretty cheap!

Fellow Abercrombie/Gilly Hicks Girl, and long-time The Sitch on Fitch reader, Hayleigh Tilton shared with the Editor-in-Chief that the Abercrombie & Fitch at the St. Johns Town Center shopping center in Jacksonville, Florida, also has some on sale at the moment. However, that store only has two buckets of undies. If you will remember, Hayleigh was the one that provided us with pics of Hollister-branded Bettys underwear in the Volusia Mall of Daytona Beach (FL) back in June 2012 (see post here). No word if some Hollister stores still carry some Bettys undies, though.

These A&F and HCo-branded womens underwear have never been sold online. Only instores and in select stores in the United Sates. Very curious. What do you think about this "little" odd affair? Our consensus: it lacks common sense...after all, what's Gilly Hicks for?

Stay FIERCE!