1. HOLLISTER

2. 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.

3. 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.

4. 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

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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.