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Hollister Co.

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Template:Abercrombie & Fitch brand Hollister Co. (abbreviated to HCO or Hollister) is an American lifestyle brand by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged 14-18[1] through its SoCal-inspired image and casual wear.[2] Goods are available in-store and through the company's online store.[3][4] Despite the age target, the appeal of the HCO brand is universal like its parent brand[citation needed] and was ranked as the second most preferred teen clothing brand behind a long list of actual west coast companies in 2008 by US Bancorp Piper Jaffray.[5]

History

Pseudo-establishment

All of Abercrombie & Fitch Co.'s spin-off brands have an elaborate pseudo-history (including RUEHL No.925 and Gilly Hicks) to give meaning and feeling to the brand image of the Hollister concept.

Hollister Co.'s story begins with the fictional character John M. Hollister.[6] An adventurous youth, he spent his youth practicing sports in the waters of Maine.[6] He graduated from Yale University in 1915 at the age of 21.[6] Not wanting the high-life his father established for him in Manhattan, the young man boarded a succession of steamboats, finally arriving in the Dutch East Indies by 1917.[6] There, he bought a rubber plantation from the fictitious Gregory Van Gilder, and soon came to know and love Gilder's daughter, Meta.[6] Afterwards, Hollister sold the land, and with half of the money purchased a 50-foot schooner on which he and Meta spent two years sailing the South Pacific Ocean treasuring the diverse cultures.[6] John and Meta harboured in Los Angeles in 1919, and married in the late fall.[6] John M. Hollister, Jr. was born in 1920, and after "discovering California and himself" with his love for the South Pacific in mind John Sr. established Hollister Co. in 1922 in Laguna Beach. The company became purveyors of South Pacific treasures (hand-crafted furniture, jewelry, linens, and artifacts from all the islands).[6] The company changed after John Jr. took over the business in 1957, bringing into the inventory surf apparel and equipment. Only in fantasy is the company said to be still managed by the Hollisters.[6] Abercrombie & Fitch calls the story "a story of passion, youth and love of the sea [carrying] the harmony of romance, beauty, adventure."[6]

The story is not made publicly available but it helps tie in many elements of the brand with what was, in reality, conceived by Abercrombie & Fitch in the 21st century. The Hollister Co. brand is marketed as being established in 1922, and the date is found the labels and designs of the merchandise. The store is designed to simulate the feeling of being in a surf shop. Furthermore, the story of the character John Jr. being a renowned surfer is on the back of Jake cologne packaging.

Opening and effect

The first store was opened in July 2000 at the Easton Town Center in Columbus, Ohio.[7][8]

HCO's rapid success led Abercrombie & Fitch Co. to notice that the HCO brand was cannibalizing the Abercrombie & Fitch brand. In order to properly distinguish A&F from HCO, higher-grade materials and construction were introduced strictly in the production of A&F clothing and goods, thus raising the prices of the latter.

From international expansion to today

Abercrombie & Fitch Co. expanded into Canada in mid-January 2006. A&F opened Abercrombie & Fitch and Hollister Co. stores at the Toronto Eaton Centre and Sherway Gardens shopping malls in Toronto, Ontario. These openings were delayed from the end of 2005 to early 2006 by construction and planning issues. As of 2009, HCO locations in Canada were: Sherway Gardens, Toronto Eaton Centre, and Fairview Mall in Toronto, the West Edmonton Mall in Edmonton, Alberta, and Upper Canada Mall, in Newmarket, Ontario, and Pacific Centre in Vancouver, British Columbia as of January 29, 2009.

Starting summer 2007, Abercrombie & Fitch Co. spent an approximate amount of $10 million USD to install video walls into Hollister Co. stores nationwide.[9] The walls play live-feed from Surf City Huntington Beach, California to provide customers with a flavor of the SoCal surf atmosphere HCO promotes. By October 2, 2007, 100 select Hollister California stores began to promote Abercrombie & Fitch Co.'s fifth brand Gilly Hicks prior to the latter's debut in January 2008. Advertising was achieved through a variety of body care items including body sprays, deodorant, soaps, lotions, and lip balms called Sessions.

On October 25, 2008, Hollister Co. opened its first store outside of the U.S. and Canada in Brent Cross, London. In December 2008 Hollister Co. opened its second store in the UK in Westfield London and a third at the upmarket Bluewater shopping centre, Kent, UK. Further more, after the success of the UK HCO stores in London, the first Hollister store outside of London was opened on May 14, 2009 in WestQuay Shopping centre in Southampton, which had the most successful store opening a Hollister has ever seen to date.

Marketing for the HCO flagship was launched in May 2009. The extensive marketing campaign advertised the store as "The Epic Hollister Store." A&F launched HCORideTheWave.com which offered electronic postcards, downloadable wallpaper and screensaver as well as directions to the flagship and a promotional film with computer-generated graphics of the multi-level floor layout and design. A countdown timer called the "Epic Countdown" tells the remaining time down to seconds till the opening.[10] The first flagship for the HCO brand was finally opened July 15, 2009.

Marketing & goods

Branding and marketing

Hollister California pursues the technique of "walking self-marketing", where in wearing an item of clothing from HCO results in direct advertising. This is notably achieved through the large embroidery or screenprint of the brand's name, initials, fictional date of establishment and the flying seagull logo on the vast majority of their merchandise. The HCO-labeled shopping bag carried out of the store produces a similar effect. As a result, the company has not relied on media marketing to communicate its desired look and appeal. The brand's marketing images are sepia toned and modified in order to look somewhat faded; this is reminiscent of the grayscale marketing images used by the Abercrombie & Fitch brand. The sepia toned images provide HCO's campaigns with a vintage feel that is adequate to their fictional date of establishment, and the lifestyle promoted by the brand.

Merchandise

A Hollister tee shirt.

Goods are given names from SoCal beaches, something which Gilly Hicks does similarly with Australian beaches. The labels proclaim Hollister Co. as "pacific merchants" established in 1922. A&F Corporate keeps HCO price points affordable to its targeted high school consumers. Being said, HCo price points are about 20% lower than its parent Abercrombie & Fitch. To maintain the SoCal theme, stores and merchandise are categorized within the divisions named "Dudes" (men) and "Bettys" (women).

Clothing offerings by Hollister Co. include but is not limited to "applique" and "heritage" T-shirts, Polos, Henleys, Knits, Shirts, Fleece, Outerwear, regular or destroyed low-rise Jeans, Flip Flops, Fragrances, Boxers and so on.

Hollister is the only brand from Abercrombie & Fitch to offer body care products such as deodorants, antiperspirants, and body washes for both sexes.

For men:

  • Manhattan Beach (driftwood, citrus fruits, and amber)
  • Mission Beach (musk, cedarwood, and basil)
  • Balboa (mandarin, black plum, and sandalwood)
  • Huntington Beach (suede and amberwood)
  • Newport Beach (bamboo leaves, driftwood, and musk)

For women:

  • Hermosa Beach (grapefruit, jasmine, and vanilla)
  • Malibu Beach (almond and vanilla)
  • Ventura (cranberry and crystallized vanilla)
  • Laguna Beach (peach, freesia, and coconut milk)
  • Crystal Cove (kiwi and wild strawberry)

Some of the beauty products offered for the girls are body washes, mists, lotions, and an assortment of lip glosses, lip shines and lip balms. All of these are part of the sessions line.

Fragrances

Nearly every year, Hollister releases a new fragrance for both men and women. In 2001, Hollister Co. was released. It was a unisex fragrance. In 2004, Drift was released for men, and August was released for women. Hollister Co, Drift, and August are currently discontinued. In 2005, Jake was released for men, and Malaia was released for women. In 2006, HCO22 was released for dudes, and Ryder was released for bettys. In 2007, SoCal cologne was released for dudes, and SoCal perfume was released for bettys. SoCal cologne is the current Hollister roomspray. In 2008, California cologne was released for dudes, and California perfume was released for bettys. With the opening of the flagship store in New York, Hollister has released a flagship-only dudes scent called Epic. Epic is also available online. Hollister also has a line of body care products.[11]

Look Policy

Hollister Co. has their employees abide by a strict "look policy" or dress code. Employees must wear contemporary Hollister style clothing. Normally abiding with their "beach vibe" style clothing. Females are told to not wear makeup and keep a clear and clean face. Little to no jewlery is allowed. Everyone must wear the seasons colors normally navy blue, grey, and white, the only exception being plaid. Women wear dark wash skinny jeans, preferrably Hollister brand jeans, if the jeans or not in fact Hollister they may not have any stitching or any competitors logos. Males must also wear dark jeans, and abide by the same rules as women, for example keeping a clean and professional hair style, and a clean shaven face. Hollister Co. goes to the extent of even prohibiting any other type of shoe that is not a white, blue or leather flip flop, for both men and women. The only exception being Vans brand shoes, in the seasons specified colors. All attire must always be clean and professional looking yet still sticking to the trademark beach vibe.[12]

Stores

Side view of the Hollister California storefront in the Sunvalley Mall, Concord, California

Abercrombie & Fitch has designed Hollister Co. stores to simulate the appearance of vintage beach shacks in an indoor shopping mall. Exterior décor include shuttered windows, and light and dark brown walls. A teal boardwalk leads to the entrance, with the interior concealed from outside view by a parallel wall. Retail space is divided into separate rooms with half of the store devoted to "Dudes" and the other to "Bettys" (which usually overflows onto the "Dudes"). Dimly lit by spot-lighting, the interior décor throughout includes leather armchairs, worn rugs, surf boards (some bearing "Hollister"), and potted foliage. A central room (housing bodycare mernchandise and the cashwrap) plays as a "living room" and offers dozens surf or general popular culture magazines as reading material and for sale along with CDs. The merchandise itself is displayed on built-in shelves and dark wooden tables, cots, and benches. Mandated by corporate, the stores are constantly kept scented with the current popular HCo fragrance.

Originally, the store design included a resident live Maine Coon cat, named Fletcher, and a Greenwing Macaw named Riley. Animal rights activists protested the inappropriate and inhumane use of live animals in the store décor, given the dim lighting and loud music (see below). The stores relinquished the animals in November 2000.

Since 2009 all new stores, and other select locations, will grow through a brand upgrade, including a new store front hall with a chandelier and table, and wallpaper throughout the store.

Music

Hollister Co. stores are known to play an eclectic selection of alternative rock and pop music. The company policy is to play the music at the 80–85 decibel level.[13] One investigation measured the level of sound at 90 decibels.[13] OSHA requires employers to provide ear protection to employees exposed to decibel levels 90 or over.[13] A store manager in a particular Hollister store stated that there were complaints from customers, but that the volume was mandated by corporate policy.[13]

Flagship stores

The Company opened the first ever flagship store for the Hollister concept 16 July 2009,[14][15] calling it "the coolest store to open in NYC."[16] The flagship is located in the fashionable SoHo district on 600 Broadway at the southeast corner of Houston and Broadway. Four floors of the occupied building provide a retail space of 40,000 sq ft.[16] The flagship rep. commented, "The EPIC store is what Hollister is all about--big waves, surf, sun, and hanging out on the pier. The laidback HCo. vibe is effortlessly cool, and we're bringing the SoCal lifestyle to SoHo."[16] Thomas D. Lennox (Vice President of Corporate Communications, A&F Co.) stated that the company believes the flagship will be a "memorable" and "unique" experience to customers, as well as an important step for the brand.[14] Out of the total capital expenditures for fiscal 2008 of A&F Co. (up to 445 million USD), approximately 300 million USD was be spent on new store construction and remodeling, including the HCO flagship.[17]

In November 2009, A&F released plans to open an "Hollister Epic" in 2010 on Fifth Avenue.[18] In February 2010, A&F officially confirmed its plan to open a second EPIC flagship in New York.[19] The location, originally planned for an abercrombie flagship, is on 666 Fifth Avenue,[20] and included 22,000 square feet of retail space.[21] The location was the previous second flagship spot of Brooks Brothers which vacated January 31, 2009. Pre-development had begun but has now been postponed. 666 is also one of the most expensive retail spaces on the Avenue[20] is near the Abercrombie & Fitch flagship and such luxury boutiques as Chanel, Fendi, and Prada.[22]

Abercrombie & Fitch anticipates opportunities for opening HCO flagships "on an international basis" in the near future.[14] It is called the "EPIC" expansion program for HCO a part of the greater expansion effort for all A&F brands on a global scale.[16]

Future store expansion

U.S. and Canada

After a turbulent Christmas 2008 fashion season with economic turn-down in the retail industry, Abercrombie & Fitch has adjusted its plans for 2009 to fit the persisting "environment".[23] For 2009, the company's main commitment domestically for Hollister was the opening of the HCO flagship in SoHo.

Since December 2008, Abercrombie & Fitch Co. opened Hollister California stores in Bridgewater Commons,[24] Wyoming Valley Mall, Missoula, Montana, Westfield Galleria at Roseville and the SoHo Epic flagship.

Internationally, expansion in Canada has continued with the opening of a fourth store on July 3, 2008 at Upper Canada Mall in Newmarket, Ontario.[25] A fifth Hollister store is now open at Fairview Mall in Toronto during the month of November.[26]

The first store in British Columbia opened at Pacific Centre mall in downtown Vancouver in 2009. Alberta's second Hollister store was announced to open at Chinook Centre in Calgary in the Fall of 2010.

Europe

As of December 20, 2009, there are 11 stores in the United Kingdom. Stores are located in London , Westfield London, Brent Cross), Southampton (West Quay) (which was the first Hollister Store in the UK outside of London), Cardiff (St David's Centre), Manchester (Trafford Centre), Bristol (Cabot Circus), Milton Keynes (Midsummer Place), Belfast (Victoria Square), Sheffield (Meadowhall), Liverpool (Liverpool One) Kent (Bluewater), Eldon Square Newcastle upon Tyneand Aberdeen (Union Square Aberdeen).

Listed below are the locations for new stores with planned opening dates (when available).

Glasgow, Buchanan Galleries (November 2010) & Glasgow, Braehead Shopping Centre (May 2011) have been confirmed.

It is understood that A&F is in talks to take another four to five stores for HCO but many locations under discussion have not been revealed.[27]

Elsewhere in Europe, the firm is reportedly targeting Italy, Spain, France and Germany with up to four store openings in each country in 2009, and is also seeking a further nine sites in each market for openings in 2010.[28] According to Michael S. Jeffries, plans are to "accelerate the opening of international Hollister stores in 2010 and 2011."[29] A&F intends HCO to open in Frankfurt am Main, Germany on 10 December 2009 at the MyZeil shopping center.[29][30] Italy's first store at the Roma Est shopping mall in Rome is also scheduled to open December 2009.[29] Twelve HCO stores will be in operation in Europe by the end of fiscal 2009.[18]

Protection of Trademark at City's Expense

According to an article in the Los Angeles Times in April 2009, Abercrombie & Fitch has threatened merchants and residents of Hollister, California who want to use the name "Hollister" on clothing. The article quotes David Cupps, general counsel for Abercrombie & Fitch: "If they try, they would get a call and much more."

Also according to the article: "The controversy over the name heated up in 2006 when Stacey Crummett, chief executive of Hollister-based Rag City Blues, added the word "Hollister" to the label of her vintage bluejeans. In response to her trademark application, Abercrombie & Fitch attorneys sent her a letter alleging she was violating the company's trademark and threatening to sue."

"Even students at Hollister's San Benito High School wonder if they are violating Abercrombie & Fitch's trademark by wearing shirts emblazed with the school nickname, the Hollister Haybalers."

"Hollister City Atty. Stephanie Atigh insists that Abercrombie & Fitch cannot sue if locals are simply putting the town name on clothes to identify the geographic location."

The irony is that Abercrombie built the Hollister brand on an image that it was named after a Southern California beach town. Hollister, is a land-locked town in Northern California.

[31]

Morris vs. Abercrombie & Fitch Co.

In 2007, the lawsuit Morris vs. Abercrombie & Fitch Co. was settled. Abercrombie & Fitch Co. admitted that they should have not asked their California customers for personal identification information during credit card refund transactions. Customers who were asked this information during June 9, 2005 through May 31, 2007 may be entitled to receive gift cards.[32] Since the settlement, A&F Co. brands' stores have stopped asking for this information for returns on purchases for which a credit card had been used.

Cultural discrimination

A&F was charged for discrimination against an employee at a Californian Hollister Co. store who was criticised for wearing a hijab instore.[33] The muslim college student had been hired at an interview where she had worn a hijab as well.[33] The interviewer told her she could only wear it in colors gray, navy, and white, but was told to remove it during a work day.[33] The Council on American-Islamic Relations filed against Abercrombie & Fitch on February 23 with the federal Equal Employment Opportunity Commission.[33] A&F had previously received a complaint in September 2009 over the same circumstance occurring in Oklahoma.[33]

References

  1. ^ "Four Iconic Businesses: One "BRAND"" (PDF). Retrieved 2008-02-09.
  2. ^ A&F Careers
  3. ^ "Hollister Co. Official Website". Abercrombie & Fitch, Inc.
  4. ^ "Four Iconic Brands, One Aspiration" (PDF).
  5. ^ "16th Semi-Annual Piper Jaffray 'Taking Stock With Teens' Study Indicates Bottom May Be Nearing for 'Discretionary Recession'" (Press release). PiperJaffray. October 9, 2008. Retrieved 2008-12-22.
  6. ^ a b c d e f g h i j "Brand History: get to know each brand's identity" (PDF). Abercrombie & Fitch. Retrieved September 8, 2009.
  7. ^ "Will a New Brand Lift Abercrombie?". Motley Fool.
  8. ^ "Abercrombie & Fitch opens first Hollister Co. store". Columbus Business First.
  9. ^ Piper
  10. ^ "Ride the Wave". Abercrombie & Fitch Co. Retrieved May 11, 2009.
  11. ^ http://www.hollisterco.com/hol/homepage.html
  12. ^ "abercrombie.associate.com". Abercrombie & Fitch. June 23, 2010 <https://associate.anfcorp.com/anf/webdav/site/extranet/shared/docs/New%20Store%20Associate/What%20to%20wear.pdf>.
  13. ^ a b c d High Volume Sales "A hazard to your hearing?". Phoenix news, breaking news, local news, weather radar, traffic from ABC15 News, ABC15.com. {{cite web}}: Check |url= value (help)
  14. ^ a b c Abercrombie & Fitch Co. Announces the Opening of Hollister Flagship in New York City in Spring 2009, A&F Investors, NEW ALBANY, Ohio, Aug. 27, 2007 /PRNewswire-FirstCall/
  15. ^ "Paris next stop on A&F's expansion trail". November 25, 2008. Retrieved 2008-12-04.
  16. ^ a b c d Hollister Opens the Coolest Pier on the Planet, A&F Investors, NEW ALBANY, Ohio, Jun. 23, 2009 /PRNewswire-FirstCall/
  17. ^ Abercrombie & Fitch Co. - Investor Relations - News Release
  18. ^ a b "Abercrombie & Fitch Reports Third Quarter Results". Retrieved November 19, 2009.
  19. ^ "Abercrombie & Fitch Reports Fourth Quarter and Fiscal Year-End Results". Abercrombie & Fitch Co. February 16, 2010. Retrieved February 24, 2010.
  20. ^ a b "Carlyle Group Buys Stake in 666 Fifth Retail for $525 M." Retrieved February 17, 2009.
  21. ^ "Abercrombie Kids' Heads to 5th Ave". Retrieved February 17, 2009.
  22. ^ "Abercrombie & Fitch Reports First Quarter Results;". Abercrombie & Fitch Co. Retrieved May 28, 2008.
  23. ^ "Abercrombie & Fitch Reports Fourth Quarter and Fiscal Year-End Results". Abercrombie & Fitch Co. Retrieved February 17, 2009.
  24. ^ Bridgewater Commons About Us
  25. ^ "Upper Canada Mall: What's New - Coming Soon!". Ivanhoe Cambridge. Retrieved 2008-01-25.
  26. ^ fairviewmall.ca
  27. ^ "Hollister secures deals to double UK portfolio", Retail Week, 12 June 2009 Retrieved 19 October 2009.
  28. ^ "Hollister to press ahead with Continental push", Retail Week, 18 December 2008 Retrieved 19 October 2009.
  29. ^ a b c Abercrombie May Cut US Stores
  30. ^ Hollister Premiere im Frankfurter MyZeil ( GERMAN )
  31. ^ http://articles.latimes.com/2009/apr/24/business/fi-hollister24
  32. ^ http://www.hollisterco.com/hol/ca_class_notice.pdf
  33. ^ a b c d e Gibb, Gordon (March 6, 2010). "Discrimination Case Against Abercrombie & Fitch Not the First". Lawyers and Settlements. Retrieved April 1, 2010.
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