Gilly Hicks Toned It Down

Maybe only because it was early on a Sunday morning did it seem like Gilly Hicks (Ala Moana) was toned down. There were no models greeting us at the doorway (nor did I find @abaggy). All the youthful employees were quietly busy folding and refolding clothes.

Overall everything seemed more muted. There was still that dramatic tone within the store, just not as acute as before. The store looked better lit, and the music not as loud, or maybe because the store wasn’t packed with people? Anyways, this shopping experience wasn’t as disorienting as my first visit.

During this quieter time, I observed a few more things. Each room is equipped with several ceiling mounted speakers. Some are small, but it looks like midrange or even powered Tannoy subwoofers are in each room.

The lighting inside while dramatic is confusing. What color are these clothes?

I also realized there is only one area to ring up your purchases. Yep, the set of registers all the way in the back is it. During this toned down Sunday morning, basic business etiquette was forgotten. There was a lone clerk working a single register with a long queue forming. And the single clerk was tied up ringing up a monstrous order but did not call for backup. Why? I don’t know. So I wandered the store looking for other workers and feigned ignorance asking where the checkout line was. When the young employee told me where I knew the registers were, I not-so-cunningly replied back, “You mean the one with the real long line?!”

She asked, “There’s a long line?” and I had to ask the rhetorical question if there were any other checkout lines to drive home the point. Needless to say more employees started streaming out of the Gilly Hicks catacombs and all three registers were now in action.

On the way out, I had to spritz some Gilly Hicks perfume in the air for victory. 🙂