Hollister targets teens aged 14-18 with a vintage, beach-inspired style. They create an immersive shopping experience through theatrical store designs resembling vintage surf shops. While this unique brand image and shopping experience have proven successful, Hollister also faces threats from cheaper competitors and risks brand fatigue if their conceptual story and products do not continue to evolve.

2.  It was created by the parent company  On a lot of their clothing they include the
Abercrombie and Fitch co. and is aimed at date 1922, which is the date Hollister
consumers between 14-18. market as it being established. For example
 The original story was created by it is used on labels however in some
Abercrombie to enhance the brand circumstances it is used as artwork and
image, e.g. John M Hollister and his love designs on T-shirts.
for California, later on being taken over by  There shopping experience is very
John Hollister JR and the introduction of “theatrical” continuing along their very
surf apparel. recognizable theme, Hollister design all of
 This story is not publicly available but it their shops like a surf shop, no matter
helps create the theatrical shopping where you are in the world the shop will be
experience the stores offer all over the designed the same therefore creating a
world. synergy.
 The conceptual story and character adds a
legacy to the brand therefore further
increasing the image it projects to its
consumers.

3.  Hollister prides its self on a vintage, beach look. They
portray this by making their stores look like vintage
surf shops.
 They like to show as much skin as possible again
enhancing the casual beach wear style.
 Hollister tries to create a perfect, flawless finish to all
their models. It uses its clothes to add a rugged
style, however they are also enhance the perfect style.

4. Abercrombie
High-end Outerwear
Hoodies
Sweaters
Jeans
Shirts
T-shirts
Trouser
Belts
Flip Flops
Bracelets
Necklaces
Body care

5. Aimed at 16-20 year olds.
University/ college preppy style with disposable
income.
Good job or parents have good job’s and can afford to
spend money on good quality clothing.
Can go that extra mile on spending their money for
example an extra £10 doesn’t matter.
Teens and young adults going in to further education.

6.  A lot of their products are quite expensive when you think of what
they are for example £60 for a hoodie and their more high end
products like outerwear which sell for up to £130.
 Hollister is owned by Abercrombie and when it was launched sales
increased but Abercrombie sales decreased. Abercrombie therefore
had to use high grade materials compared to Hollister and therefore
made them the higher end brand of both.
 Hollister aims their prices competitively against other brands, a t-
shirt is considered quite cheap for £20, however prices increase
depending on what the product is.
 Shirts are £40 and up and jeans and trousers are all above £50. Again
these prices are extremely competitive compared to other high end
brands like diesel, for example their jeans are upwards of £120.

7.  Hollister use store openings as events, they hype them up and make
them look like parties.
 In the U.K they don’t advertise at all, however whenever a new store
is opening you are likely to hear about it by either word of mouth or
events on social networks.
 There shops in themselves are a type of marketing, the shop front is
extremely unique and recognizable and this plays to their advantage.
 Their shopping bags are again very unique, they are a type of
advertising as it shows there is a Hollister in the area.
 Their PR is very clever, it makes the brand seem very fresh and
modern.

8.  Hollister only sells on their official website and in their
stores.
 They do not sell their products to other companies such as
department stores, they pride themselves on selling
directly to their customers.
 They tend to be in large cities such as London, and
Southampton. However they are an international brand
and have shops all over the world e.g. America and
Europe

9. Strengths: Weaknesses:
• Very theatrical • Quite expensive
• Unique style
Opportunities: Threats:
• Expand in to new • Other cheaper
countries brands
• Create new • Company/brand
clothing themes peeks

10.  Hollister have created a brand with a very distinct
image, this image has been forced upon the teenage
market.
 Abercrombie tried to create the same company
(Hollister) however by making it the same more
people shopped at Hollister and this made
Abercrombie sales plummet.