Abercrombie and Fitch are dirty beggars. There marketing strategy is simple and was neatly summed up by Cher in Clueless: “Sometimes you have to show a little skin. This reminds boys of being naked, and then they think of sex.”. Do this whilst also making us think of A&F and you’re quids in.
They aren’t straying from this simple strategy as they launch a new product line and a new assault on our groins with this saucy film. Gilly Hicks is their fifth “concept” and is an attempt to break into the lingerie and underwear market. It is also is inspired by Sydney, apparently. [via fashionista]