Hollister Co., often advertised as Hollister or HCo, is an American lifestyle brand owned by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged 14 to 18 at a price below That of the mother brand via its SoCal-inspired image and casual wear. The products are available in stores and through the company’s online store. In 2008, Piper Jaffray ranked it as the second favorite clothing brand of American teenagers on a long list of current West Coast companies.
Abercrombie & Fitch designed Holister Co. to simulate the appearance of old beach huts in an indoor shopping mall. The exterior decoration includes closed windows and walls of light brown and dark brown patterns. A teal-shaped walk with three steps leads to the entrance, with plans to eventually include a low-rise chandelier on the porch of all the shops. The interior of the store is mostly concealed from the outer view by a parallel wall. Abercrombie & Fitch have experimented with closed windows when they created Hollister Co. and the concept was eventually extended to the Abercrombie & Fitch brand.
The retail space is divided into separate rooms with half the store devoted to “Guys” and the other to “Girls” (which usually overlap on the “Guys” side in the exit room) – previously ” Dudes “and” Bettys “. The Hollister Co. stores have their own monthly playlist that is full of music inspired by surfers to adjust the ambiance of the entire beach hut and played at a fairly high volume through many strategically placed speakers throughout the store . Customers are used to choosing the songs they want to hear using a touch screen on the cash counter’s wall, but this feature has been removed by leaving the touch screen to display only the titles and artists songs. Interior decoration includes leather chairs, worn carpets, a thick wallpaper (part of the store’s recent updates), surfboards bordering the wall behind the registers (some with “Holister “) and Potted palm trees placed around the store. A central bedroom (formerly a body care merchandise and a crate or crate) acts as a “living room” and also has the “Jean Lounge” Holister, which houses all jeans for men and women. The merchandise itself is displayed on integrated cabinets and shelves, as well as tables, beds and dark wooden benches placed strategically in the rooms. Recently, stores have changed the layout and style of merchandise tables, favoring rectangular tables on rounded tables to avoid loss of space and loss. The companies, stores and garments themselves are constantly kept fragrant with the famous HCO SoCal perfume thanks to the employees spritzing and a computerized spritzing system installed recently in the ceiling that releases the fragrance at regular intervals. As a result, customers can usually feel the store at their approach, which can be good or bad depending on which one likes the perfume. In addition, each item in the store is “pre-fragranced” with perfumes, a most popular detail feature.
Originally, the store design included a live Maine Coon cat called Fletcher, and a green-winged macaque called Riley. Animal rights activists have protested against the inappropriate and inhuman use of live animals in the store’s decor, given the low lighting and loud music (see below). Stores abandoned the animals in November 2000. Other changes since the store’s creation include abandoning the locker room, favoring the traditional sectioned section of a person behind a dress-style curtain. The level of music has also been reduced due to complaints from parents and special interest groups.
In November 2013, Abercrombie & Fitch announced plans to redesign Hollister stores. The new design would include front windows and would eliminate the entrance to the beach porch in California. The stores will be smaller in square feet, but will have larger sales areas. Abercrombie & Fitch plans to test the design of new stores in 2014. Starting in January 2016, some of the beach hut shops with stairs have been renovated and the new manufactured stores have been redesigned.
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