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Quarantined Consumers Snapped Up Abercrombie’s April Activewear Launch

Abercrombie & Fitch’s new Gilly Hicks Go activewear collection proved so popular with customers that it quickly sold out at launch in April, prompting the clothing company to pull forward additional merchandise receipts to satisfy consumer demand.

According to CEO Fran Horowitz, customers have flocked to clothing offering cozy comfort at both the company’s core Abercrombie brand as well as tween-friendly Hollister Co., particularly in the intimates apparel loungewear that Gilly carries. And consumers across the board have opted for soft fabrics and casual styles that suit the stay-home norm.

Gilly Go, Horowitz told Sourcing Journal, offers the same “incredibly soft” fabric hand feel that forms the brand’s DNA, driving a shopper frenzy for the easy-wearing, moisture-wicking styles and “super-breathable” silhouettes forced Abercrombie to accelerate some merchandise deliveries. Most tops, where prices range between $19.95 to $49.95, are made from some combination of viscose, polyester and elastane. Bottoms, meanwhile, tend to feature nylon-elastane fabrication blends and bear price tags between $8.95 and $44.95. Hollister’s Club Cali loyalty program members can receive a 20 percent discount for a limited time.

Gilly Hicks product is carried in all Hollister stores worldwide and ended fiscal 2019 with seven dedicated shop-in-shops in Hollister stores, in addition to 15 side-by-side locations. Horowitz said Abercrombie is still figuring out what a standalone Gilly Hicks store might look like, from styling to square footage. For now, though, Abercrombie is focused on evolving the Gilly Hicks product assortment and adding new categories to fuel growth, which will help the company capture the strong international opportunities that are cropping up, chief financial officer Scott Lipesky added.