Abercrombie & Fitch Co.’s Gen Z-focused brands are helping fuel sales. Thanks to the introduction of Hollister’s Social Tourist line (hi Charli and Dixie D’Amelio) and Gilly Hicks’ rebrand, sales are growing. Sales at Gilly Hicks rose 30% year-over-year in the second quarter while Social Tourist boosted Hollister’s sales by 20% year-over-year in the second quarter. Gilly Hicks recently expanded its assortment to offer more gender neutral styles along with a more inclusive array of fabrics and sizes. Meanwhile, the D’Amelio sisters’ Social Tourist line was (quite literally) made for Gen Z as it speaks to the fashion trends the gen is interested in—not to mention the direct Gen Z fashion consulting Hollister received from Charli and Dixie. Gilly Hicks and Social Tourist are two components of Hollister’s successful Gen Z differentiation as they embrace gender inclusive styles and the appeal of social media influencers—two things that YPulse research defines as paramount for reaching this generation. (Adweek)
