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Saturday, December 11, 2010

Hollister Clothing Co.

A Brief History Of Hollister Clothes

 Abercrombie and Fitch Co. gave way to its offspring of yet another brand of clothes, Hollister. This clothing company centers on one central theme for both dudes and bettys, the surfing lifestyle in South California.

In a survey conducted by US Bancorp Piper Jaffray, results revealed that most teens prefer Hollister for the category Teens Top Clothing Brand. It topped the survey for four years in a row.

Hollister Co. launched its products in its first shop in 2007 of July in Columbus, Ohio. For Abercrombie & Fitch, every brand under its wing should always have a fictional background. For example, the fake story behind Hollister brand says that a certain person named J.M. Hollister founded a merchant shop in Southern California called Hollister in 1922.

However, this company became so successful in just a few years that it started to eat on its mother brand's revenue or sales. In marketing, this is called cannibalism effect. Abercrombie and Fitch's sales decreased because of their popularity among people especially teenagers. Because of this, they draw a line between Abercrombie and Fitch and Hollister. For A&F clothing, they used materials with higher quality and made construction more sophisticated than Hollister clothing.

The marketing strategy used to sell Hollister is quite simple. They are using the walking self-advertisement technique in which people who are wearing the company's clothes will be the advertising the products because there are usually large prints of the brands name, logo, initials, and fictional date of establishment on most of their clothing items.

Hollister wanted to create a vintage feel to further support their fictional date of establishment and their targeted lifestyle by using sepia tones on their images and editing techniques to make them look faded.

The style of Hollister clothes are casual and laid back, perfect for the young people who lead adventurous and rugged lifestyles.

Instead of using the traditional categories used by most clothing company like men and women to categorize their clothes, Hollister uses surf slang such as Dudes and Bettys to keep the surfing lifestyle in SoCal theme.

They offer applique and heritage t-shirts, outerwear, polos, henleys, fleece, shirts, knits, regular or distressed low-rise jeans, fragrance, flip flops, and many more. Hollister also sells toiletries and body care merchandise like body washes, antiperspirant, and deodorant, unlike other Abercrombie and Fitch's brands. They also offer beauty products like lip glosses, lip shines, lip balms, mists, and lotions.

Hollister uses names of the many different SoCal beaches. Their logo is the flying seagull, which is seen on all of their merchandise.

The target consumers or customers of Hollister are teenagers or young adults from the age of early teens to mid-twentys, that's why they want to keep the prices of their products affordable.

The brand Hollister has become so popular among teenagers or young people who go to school. So don't be surprised when you see many, many students, in high schools and universities alike, sporting Hollister brand of clothes and other items. It has become the trend now for cool, young people who want to wear something comfortable yet fashionable. 


pinkz said...

nice stuff

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Anika said...

Nice post! Now I know the history of hollister streetwear clothing

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