About The Store Launch

As a Marketing Director for Gilly Hicks, Abercrombie & Fitch's newest brand, my job was to make sure that the marketing was cohesive across all mediums — apparel graphics, in-store marketing, visual display, web, social media, and public relations. I was able to work directly with CEO Mike Jeffries to execute his vision, which made this a dream job some days and a total nightmare on others. Mike's attention to detail is unparalleled and he rarely misses anything. You can see his focus in the subtlety and nuance every Gilly Hicks store. From the wallpaper in the entryway and gold leaf lettering on the exterior doors, to the well-curated art books in the dressing rooms and mural of Gilly herself in the living room — this was a total education in branding.

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