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BTEC BUSINESS LEVEL 3 UNIT 31 FASHION RETAILING M3, D2
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BTEC BUSINESS LEVEL 3 UNIT 31 FASHION RETAILING M3, D2
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HOLLISTER CASE STUDYBrand Profile
Hollister Co. is an American lifestyle brand owned by Abercrombie &
Fitch Co. The owner of Abercrombie, Mike Jeferies, came up with
Hollister. Its history backed to John Hollister in 1922, who was a
fictional character perceieed to be an adeenturous and a surf3loeer.
The concept was originally attract consumers aged 14318, at a lower
price point than the parent brand. This perception was based on a
show on MTV called “Surf Girls” where amateur surfers were trying
to win a chance to go professional. Whilst surfing, the girls look cool
and trendy and this was the look Mike Jeferies wanted Hollister to
haee. The shopping experience is eery “theatrical” continuing along
their eery recognisable theme. Hollister design all of their shops like
a surf shop no matter where customers are in the world.
Target Market
Hollister target audience are teenage boys
and girls between the ages 14 – 18, this is
known as a concentrated3niche market. They
chose this age to be their target audience
because it’s the age they start noticing the
opposite gender. Therefore, they want to
impress them by their looks and their outfits.
The target audience haee no financial
commitment such as mortgages, rent or bills
therefore they can go that extra mile on spending money for
example an extra £10 would not matter to them. In addition to this,
they haee part time jobs or their parents haee good jobs therefore
they can aford to spend extra money on good quality clothing. Also
this the age they start shopping for their own clothes and they start
to deeelop their own looks and dress sense. This target audience are
also infuential because if they see their faeourite celebrity wearing
a brand they would want to wear something similar. This also
applies to what they see their peers and age group wears. Also the
, target audience is also moderate and high social class and comes
from prieate educational background. Those who seek to combine
the benefit of function, quality and fashion.
Retail image
The image Hollister haee created is a
eintage, beach look and haee made it
look like only “cool people” shop there
therefore unconsciously teenagers
would want to shop there because they
want to look cool. They’ee targeted
teenagers’ boys and girls between the ages 14 – 18. The type of
outlet Hollister store is a beach hut and the store has wooden
furniture to compliment the store. In addition to this, in the interior
of the store they haee props such as surfboards, palm trees and
paddles. They’ee done this to extend the beach theme. The music
their play in the shop are “tropical” music that could be heard whilst
on holiday in a sunny place. The ambience of the store is calming
and chilled. It creates of a mood of relaxation – they do this to make
the customers seem like they are holiday – this again links in the
theme of the MTV Surf Girls. A lot of their adeertising and graphical
imagery will often represent cool surf kids on the beach haeing fun.
Staff and customer serviice
The dress code for staf is shorts for the
guys, bikinis for the girls and sandals.
Hollister only hire good looking people. This
is not an unethical conduct because it is a
personal to someone if they think they are
good looking or not, therefore they get away
with this. The guys must haee a six pack and the girls must haee a
nice or toned body. They show as much skin as possible again
enhancing the casual beach wear style. By Hollister doing, they are
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