History of the Brand It was created by the parent company Abercrombie and Fitch co. and is aimed at consumers between 14-18. The original story was created by Abercrombie to enhance the brand image, e.g. John M Hollister and his love for California, later on being taken over by John Hollister JR and the introduction of surf apparel. This story is not publicly available but it helps create the theatrical shopping experience the stores offer all over the world. On a lot of their clothing they include the date 1922, which is the date Hollister market as it being established. For example it is used on labels however in some circumstances it is used as artwork and designs on T-shirts. There shopping experience is very “theatrical” continuing along their very recognizable theme, Hollister design all of their shops like a surf shop, no matter where you are in the world the shop will be designed the same therefor creating a synergy. The conceptual story and character adds a legacy to the brand therefor further increasing the image it projects to its consumers.
Brand Values 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.
Product Lifestyle Abercrombi e High end Outerwea hoodies r Shorts Hoodies Sweaters Jean s Shirts Trouser s T- Belts Flip shirts Flops Body Bracelets Necklaces Care
Detailed Target Audience 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. No financial commitments e.g. mortgages, rent, bills etc.
Pricing Strategy 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 therefor had to use high grade materials compared to Hollister and therefor 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.
Marketing and PR Strategy• 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.
Place and Distribution 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.
Success and Failures 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.
SWOT Strengths: Very theatrical, Unique style. Weaknesses: Quite expensive, for the young market Opportunities: Expand in to new countries, create new clothing themes. Threats: Other cheaper brands, Company/brand peeks.