Gilly Hicks vs. Victoria's Secret

I don't know about you ladies, but I'm pretty tired of Victoria's Secret. I don't know what it is about their bras, but I feel like they're getting less refined and more...bulky. Or they just don't seem to fit as well on someone who is more on the petite side (barely a 34B here). Whereas old school VS is looking more matronly, their PINK line is starting to look too juvenile. It just doesn't seem to meet my needs as a young woman looking for a great fit and great comfort, while being both sexy and sensible.

Then came Gilly Hicks. I recently heard about the "cheeky cousin" of Abercrombie & Fitch that is supposed to have originated from Australia (their icon is the Koala). As with the usual brand of A&F, it has overtly sexy advertising. Their store has a greeter, is dimly lit, plays loud music and is scented with their signature perfume. However, it's beautifully designed and surely anyone can appreciate the effort put into the store. The layout is more similar to Ruehl where it's broken up into separate rooms, but with out all the confusing mirrors that Ruehl has.

All their bras, lingerie and clothing items are perfectly laid out and very well displayed. Also, their associates are very well trained in customer service and are super helpful. I'm sure they're being held to a very high standard as there are only a few Gilly stores in the States at the moment.

Their items are on the more expensive side (just take a look at their website) with their bras running from $40-$60. Their sale section is similar to that of A&F and Hollister prices so I tend to gravitate towards that section, but their clothing items and pajamas are super soft (much that is the A&F signature). Their fit is more similar to GAP Body, which is great for more petite women and come in a variety of styles. Also, if you go, you MUST see the fitting rooms! They are so cute and pretty with soft bench cushions and even a bureau that is filled with various bras and sizes so that you can try them on for fit without even going back outside.