Hollister Performance Decline Or Will Sell Comfort Underwear Rescue

According to the world clothing and shoe net, the United States is famous for its casual and sexy beach style.

Hollister was once popular among young people, but its parent company Abercrombie&Fitch has experienced a decline in the same store for three consecutive quarters, and its profit in the third quarter of last year has dropped by 81%.

On the 26 day, they announced that they would lay off 150 people at the headquarters of New Albany, equivalent to 7% of the total number of employees, so as to ensure that they have the right corporate structure in the retail environment of the year.

Another strategy for them to cope with the retail winter is to bring back an old underwear brand Gilly Hicks, which happens to be in recent years.

The popular sports and leisure style.

Gilly Hicks used to be

Its own brand, but the company closed all its stores in 2013 and sold only on the Internet.

Two years later, it has been integrated into Hollister, which occupies a very small corner on the latter website, and occasionally enters the store sale.

The impression of this brand may only be the half naked male model requested by the Sydney store.

The strategy of Friday brought Gilly Hicks back to the whole. Hollister not only played the brand on the front page of the website, but also gave a special layout. At the same time, all the stores in the world began to sell Gilly Hicks underwear.

Pictures from Hollister official website

"Our customers will enjoy a series of interesting and comfortable bra, underwear and pajamas," said Kristin Scott, chairman of Hollister brand. "We have made Gilly light and comfortable."

This means that thin bra Bralette will occupy the mainstream of this brand.

It is also true from the website. Bralatte with removable liners, lace, sleeves, high necked and multiple sling can be found everywhere.

There is only one bra in the website, and it is not sold in the physical store.

A&F is probably learning this from the rival American Eagle Outfitters.

Since AEO's underwear brand Aerie is trying to sell Bralette, its same store sales have experienced two consecutive digit growth in 8 quarters.

Aerie Q3 store sales in 2013

Thin bra appeared a few years ago when it appeared on Etsy, and it began to attract much attention. Then H&M, Aerie and so on kept up with this trend. Even the secret of Vitoria violated the sexy route, pushing Bralette.

Last April, supermodel Kendall Jenner repeatedly burned out its pictures in Instagram, which made this type continue to explode.

"We can't see the next trend clearly now," said Cora Harrington, founder of Lingerie Addict, the underwear website. "But I think since consumers are aware that wearing thin bras is no problem, we can continue to work in this direction."

The explosion may make A&F's earnings figures look better. Hollister really has no reason not to jump on this ship.

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