// Hollister’s Gilly Hicks label has rolled out its new gender-inclusive brand identity.
// The new store-in-store concepts have been launched in six Hollister branches, including Westfield London.
Global fashion and lifestyle brand Gilly Hicks has revealed a new visual identity alongside the launch of its first gender-inclusive collection.
Owned by fashion retailer Abercrombie & Fitch, some 21 Gilly Hicks stores and in-store concepts have relaunched this week with an updated aesthetic and fresh gender-inclusive product offering.
The UK’s largest Gilly Hicks store is a side-by-side branch situated in Westfield London, with others operating within Hollister branches in a number of high-profile retail destinations including Southampton, Sheffield, London, Manchester and Cardiff.
READ MORE: Abercrombie & Fitch continues expansion with Westfield opening
The new in-store experiences offer consumers a welcoming atmosphere where product is merchandised by fabric and end-use rather than separated by gender, providing a comfortable, seamless shopping experience for everyone.
“The introduction of gender-inclusive product truly reflects what our Gen Z customers are
looking for today and we are excited to help our customers find their happy place,” said Katie Adams, director of EMEA marketing at Gilly Hicks.
“We look forward to our EMEA customer discovering our new brand purpose and will continue to evaluate opportunities to expand Gilly Hicks in the European market.”
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