American clothing brand Abercrombie & Fitch (A&F) is set to launch what is being described as an “Australian-themed“ lingerie concept store, but not in Sydney.
The eponymously named Gilly Hicks Sydney, or Concept 5 as it is known internally, is set to open its first store on January 2008 in Natick, Massachusetts along with other stores in Connecticut and New York.
What the allusions of the new brand to Sydney are, we can only guess. Perhaps it's to do with sun, surf and a great outdoors lifestyle or perhaps even a long lost Sydney relative, though anyone with the name will be laying claim to this title.
What is known is that A&F has secured trademarks for the Gilly Hicks name and a set of beach-oriented symbols in the United States and the UK (it was registered in June) in recent months, documents shows. Insiders report that Gilly Hicks will include underwear, loungewear and a personal-care division.
According to the August Trademarks Journal, the UK trademarking was in four classes including footwear, headgear, intimate apparel and intimate apparel accessories, athletic wear and athletic wear accessories, swimwear and swim wear accessories, fashion accessories, bags, fragrances and jewellery
A&F has already filed for trademark protection for both the "Gilly Hicks" and "Gilly Hicks Sydney" names, along with symbols including conch shells, nautilus, scallops and sand dollars. The shell logo is believed to be part of the main brand identity.
commentary from
http://diffusionblog.blogspot.com/
image via fashionista.com
http://www.gillyhicks.com/
has a racy video that is under-age-restricted.
this seems to be a way for abercrombie to compete with aerie. they are opening 5 stores this month.
* Natick Collection / Natick, Massachusetts
* Smith Haven Mall / Lake Grove, New York
* Fox Valley / Aurora, Illinois
* Mall of America / Bloomington, Minnesota
* Westfarms / Farmington, Connecticut
First of all it's not an Aussie company. Second of all, what in the world is "Australian-themed"?! KANGAROO PRINT? KOALA BEARS? It still looks like the same-old Abercrombie to me.
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