Gilly Hicks (a division of Abercrombie and Fitch Co.) recently debuted its first gender-inclusive collection of underwear, loungewear and activewear, with patterns and colors to suit everyone, regardless of their style or gender identity. Targeting Gen Z, the collection aims to supply shoppers with a "daily dose of happy." As Kristin Scott, global brand president at Abercrombie and Fitch Co. says "Today the brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness."
Along with its new collection, Gilly Hicks is introducing a new standalone store concept and a digital experience; in-store, products are separated by end-use rather than gender and until the end of the month, Gilly Hicks is giving away $100,000 to help customers reconnect with what makes them smile.
What's Driving This Trend
- Gender-inclusive Fashion
- Opportunities exist in creating more gender-inclusive fashion that suits everyone, regardless of their style or gender identity.
- Retail Store Concept Revamp
- There is potential in revamping retail store concepts to appeal to Gen Z by separating products by end-use rather than gender.
- Self-care and Wellness Focus
- Businesses can cater to Gen Z's focus on self-care and wellness by incorporating these themes into their product lines.
Who This Affects Most
- Fashion Industry
- The fashion industry can benefit from the trend towards gender-inclusive fashion and revamping retail store concepts to appeal to younger generations.
- Retail Industry
- The retail industry could benefit from creating more gender-inclusive options and incorporating self-care and wellness themes into product lines to attract Gen Z consumers.
- Beauty and Personal Care Industry
- The beauty and personal care industry could benefit from incorporating self-care and wellness themes into their products to appeal to Gen Z's focus on self-care and mindfulness.
