Brooke Ugolini

ArtGr 520x

Project B

7 March 2017

1

Case Study – Hollister Co.

Ever since I got offered a job as a “model” for Hollister Co. back in 2010, I have been

fascinated with their clearly recognizable designed experience as a brand. Hollister Co., also

oftentimes referred to as HCO, is a retail store owned by Abercrombie & Fitch. The brand was

originally designed to attract customers between the ages of 14 and 18, at a lower price point

than its parent brand, Abercrombie & Fitch. “Teens who wear Hollister clothing may fancy

themselves as relaxed, chill surfers,” (Mallory Schlossberg, 2015). In fact, every HCO store

entrance is sheltered by a Spanish tile roof that appears weathered, most likely from tropical

storms and the beaming sun. Various faux tropical plants, such as palm trees and ferns also

surround the stores’ entrances. This ‘beachy’ feel extends throughout the inside of each store.

Most Hollister Co. stores are not particularly spacious once you walk in through their

elaborate entrances, and that is to give the allusion that you’re inside a surfer’s shore-side hut.

The lighting inside these small stores is always dimmed with various featured clothing items

spotlighted with golden track lights. Loud, upbeat music is always playing with a plethora of

happy-go-lucky albums lining the base of all cash register counters. There are also plenty of

aged, leather chairs to sit in, in order to relax and enjoy the experience of shopping at HCO.

Brooke Ugolini

ArtGr 520x

Project B

7 March 2017

2

The most recognizable aspect of Hollister stores, though,

is their intense aroma. I never minded it. In fact, I enjoyed the

lush, luxurious fragrance; however, my mother claims it gives her

headaches and makes her feel nauseous, as do many customers.

One interesting thing I learned as a “model” for HCO was that the

fragrance you smell throughout the store can’t be purchased.

Furthermore, employees are required to spray the entire store

multiple times each day using a little bottle of ‘spritz,’ which

actually is the most stolen item in Hollister Co. stores, as many

employees leave the bottles laying around in between sprays.

Another interesting thing to note is that I was never an actual

model for Hollister. Rather, I was an employee that folded/put

away clothes and worked the cash register. Although I did have to wear specific colors (navy

blue, white, or gray), was not allowed to wear my hair up, and had to remove all nail polish &

dramatic makeup before every shift, I never posed as an actual model for the company.

Considering employees “models” is just another example of Hollister Co.’s branding efforts.

“Hollister Co. is a personal get away, where you can experience the feel of coastal

culture in your own suburban backyard. Just a few minutes in the store will give you the

feeling that you've just reached your vacation destination where you can let loose and

enjoy the laid back life style,” (J.E. Merrick, 2008).

All of that being said, it is clear that Hollister’s branding is immensely important to their

parent company. If you purchase Hollister Co. apparel, you will be as attractive, desirable, and

genuinely happy as the models on their bags and walls. Like mentioned in Episode 4 of Ways of

Seeing, this company uses obvious branding tactics to “attempt to convince you that you need

this object,” (John Berger, 1972 & Paul Bruski, 2017). Abercrombie & Fitch’s Hollister Co. is

not only selling apparel; they are selling a branded experience.

Brooke Ugolini

ArtGr 520x

Project B

7 March 2017

3

Brooke Ugolini

ArtGr 520x

Project B

7 March 2017

4

To further analyze Hollister Co., we must explore its constituent parts. More specifically,

we must make clear its denotative qualities and connotative qualities. These two qualities go

hand-in-hand and help us acknowledge and understand the company as a whole.

Denotative:

As mentioned above, Hollister Co. is an American lifestyle brand – “a company that

markets its products or services to embody the interests, attitudes, and opinions of a group or a

culture,” (Stefania Saviolo, 2012) owned by Abercrombie & Fitch. The first Hollister store

opened in July of 2000 at the Easton Town Center in Columbus, Ohio, and the company has

since boomed in popularity. It was actually ranked as the second most preferred clothing brand

of US teens, (Piper Jaffray, 2008). HCO sells a wide range of apparel for both men and women.

They are primarily known for their jeans, graphic t-shirts, swim attire, dresses, and fragrances.

Consumers can purchase apparel inside their stores, which are typically located in malls

throughout the United States, or they can purchase apparel online at www.hollisterco.com.

Hollister Co. features attractive models depicted on their shopping bags, website, and walls of

their stores. Most of the time, these images of models are sepia toned, and when the images are

in full color, a washout filter is applied to portray the allusion of wear, tear, and aging.

Brooke Ugolini

ArtGr 520x

Project B

7 March 2017

5

Connotative:

Hollister’s connotative qualities almost outweigh their denotative qualities, in my

opinion. They have done a fantastic job getting known for the impressions they leave on their

customers and have successfully grasped the impact of identity and branding. Their various

marketing strategies involve all human senses, which is a significant reason why the atmosphere

HCO provides is so easily recognized and appreciated. Along with the numerous tactics

mentioned on pages 1-2, Hollister Co. is constantly coming up with new, innovative ways to

include their brand identity in every part of the company. For example, they stopped calling

males men and females women. Rather, they now consider males guys or dudes and females girls

or bettys. Even their Authenticity Statement includes a vast variety of connotative qualities.

Hollister Brand Protection / Authenticity Statement:

“The only way to appreciate Hollister is to genuinely experience it-which you can do by

heading to one of our U.S., Canadian or International stores or websites. Our unique

lifestyle is felt through the energy of our in-store experience. We've dedicated ourselves

to designing and producing the highest quality SoCal inspired clothing. However, as we

continue to create awesome clothes, counterfeiters are making cheap knockoffs that are

often mistaken for the real deal. The only way to be sure you're buying genuine Hollister

gear is to go through authorized sales channels. If you think you have counterfeit

Hollister product, or if you see our stuff somewhere other than one of our stores, let us

know. Just drop us a note at BP_Tips@HollisterCo.com. We appreciate your help.”

– Customer Service | HollisterCo.com

The company goes as far as saying they “provide a unique lifestyle and experience,

which is felt through the energy of their in-store experience.” Even their choice of words is

casual, relaxed, and laid back in this Authenticity Statement. According to them, you can’t be a

true Cali girl or gal until you get the “real deal” by purchasing genuine Hollister apparel.

Brooke Ugolini

ArtGr 520x

Project B

7 March 2017

6

In relation to Roland Barthes’ myth,

Hollister portrays bourgeois ideals (ideals of

people with a certain cultural and financial

capital belonging to the middle or upper-middle

class), in that HCO forces consumers to want to

look and feel a certain way. Hollister’s branding

generates the desire to look and feel thin,

attractive, care-free, and admirable; however, this

desire is merely a false hope, because it

contradicts many realities most people face,

(Richard Howells & Joaquim Negreiros, 2012).

For example, all the models portrayed

throughout this company are near an ocean;

whereas, many cities with Hollister Co. stores are

nowhere near large bodies of water. Body image

has also played a huge and sometimes negative

role in Hollister’s branding efforts. Most of the female models are insanely thin, and the male

models are all muscular. Neither their male or female models have a lot of body fat, which can

be perceived as suggesting unhealthy eating and exercise habits. Overall, though, Hollister Co.

has immensely succeeded in its branding, because they have based their company on specific

feelings, emotions, desires, and, most importantly, experiential design.