Competitive Environment: Hollister
Products:
Hollister Corporation is a clothing and accessory company that sells to both men and women.
They sell logo tees, knits, shirts, sweaters, jeans, pants, shorts, outerwear, winder wear, tanks, and sleepwear They also sell necklaces, bracelets, caps, hats, scarves, totes, belts, flip flops, cologne, perfume, lip shine, lip gloss, lip balms, and body care products.
Sales:
For the third quarter ending in October 2014, Hollister Co. reported that the comparable store sales down 12% and net sales of $468.1 million.
Positioning:
Hollister wants to be the brand for young people. They are trying to portray a free, fun, and comfortable lifestyle. Hollister wants to be the exclusive brand that everyone talks about. They achieve this by only selling their products in their stores and on their website. Hollister does not sell their products to department stores.
Branding:
The Hollister brand is a vintage, beach look. On most of their clothing, there is a seagull logo. Hollister also provides an experience while shopping in the store. The stores are dark and have a video of the beaches in Southern California.
Advertising:
Hollister does not do a lot of television and radio advertising. The few commercials the do run are centered on the beach, promoting a Californian lifestyle. The most common form of advertising they do is their shopping bags. Hollister is famous for having male models on their bags. Another way Hollister chooses to advertise is with their store front. Their store front is unique and recognizable. Hollister also uses grand openings of their stores as a market tool by creating a whole event around it.
Press:
On September 8, 2015, Hollister announced that they were launching an anti-bullying campaign “All Equal.” This campaign is partnering with the indie-pop group Echosmith and will help
“increase anti-bullying awareness.” This campaign is in its third year and Hollister has donated more than $400,000 and reached over 750,000 students. They have also awarded 20 scholarships to deserving students. This specific initiative is aiming to reach over 1 million middle and highs school students around the world.
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