An offshoot of Abercrombie&
Fitch, yet much more successful. This is because unlike A&E, Hollister was able to underprice their good somewhat to a level to compete with other contempories for
poor suburban white girls like
PINK and Forever 21. This is shown in their perpetual denim sale, slashing the original “$
54.95” price tag to $25.
Another reason for their
success (or “non-failure”) is their ability to service teenage girls without the cognizance of
2000s A&F popularity. Unlike A&F, Hollister made it into the next decade, and due to strategic distancing from A&F. A&F made its
money servicing a
preppy feeling with shirtless dudes, and women stopped buying into the
hype. Hollister is much less obvious. Probably due to the terrible lighting providing a somewhat androgynous feel.
And lastly, Hollister still feels *kinda* cool. Hollister lacks the sweatshop-esque reputation of F21, And
people rarely speak of them stealing clothing designs. Teenage girls care a little more, and kinda care about how they feel with cheap clothes. This is where Hollister swoops in. Hollister employs a sort of exclusive reputation from before they became discount retailers ~2006. The hardwood floors, the leather chairs all lend to a feeling of luxury. So, in sum Hollister creates an illusion of the cool and popular girl, without the price and without stigma.
But this will also fade.
Girl 1- Yass, betch, lets get out of
Yonkers and get to the city! They have a Hollister,
PINK and Forever all within walking distance!
Girl 2- Totally! They have a
50% sale on all of their jeans!
Girl 1- WOW! How lucky are we that such an affordable opportunity pops up when we get there! Fuck Forever, Hollister is where it’s at.
