Hollister is relaunching its lingerie brand Gilly Hicks by opening four new pop-up stores. This is part of the retailer's strategy to reinvigorate business and catch people's attention using small format, more experiential spaces. This strategic shift follows the lead of DTC brands. But can a large ailing retailer ride the same wave?
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Women's Gilly Hicks Active Recharge Ruched Waist High-Rise Flare
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Women's Gilly Hicks Active Recharge Seamed Dress