HOLLISTER
Carefree jeans, tops, hoodies & more, designed to make you and all teens, feel comfortable in your own skin
• Hollister & Co was launched by Abercrombie & Fitch company CEO Michael Jeffries in July 2000.
• Hollister is a lifestyle brand that markets clothing and fragrances reminiscent of the Southern California way of lifestyle. Their garments are well-known for its signature seagull logo embroideries, and has come to be extensively recognisable due to its success in creating a robust logo.
• It creates carefree styles designed to make all teens feel celebrated and comfortable in their own skin, so they can live in a summer mindset all year long.
• The company’s main market includes people between the ages 14-24 years. Their clothing reflects this ideal, as they have small sizes.
• It is predicted to compel good future growth, presently operating at 50% of its domestic capabilities.
ABOUT HOLLISTER
COMPETITOR MATRIX
High Price
Classic Fashion
This is a competitor brand matrix for Hollister. I have selected their main and proven competitor’s, including brands such as Abercrombie & Fitch and American Eagle.
I identified the headings of high price, low price, fashion and classic to show this. The majority of the brands fit somewhat into the high price, classic section, however none of the brands are extremely high priced as they aren’t luxury brands. Most of the brands produce more classic products, compared to more fashionable products such as H&M. Hollister and Abercrombie & Fitch etc sell more ‘classic’ items, meaning they are much more simple and plain.
Low Price
H&M have more choice in terms of versatility, e.g. they sell graphic and coloured items, however H&M have much lower selling prices.
PRICE/BRAND MATRIX
Above is a price/brand matrix of Hollister’s jersey products. I have identified their main jersey items, including tops, bottoms and underwear, and found their lowest price and highest price for each. For example, their lowest priced jersey bottoms are £13.50 at sale price and their highest priced jersey bottoms are £28.
Above is a price/brand matrix of Hollister and its four of its main competitors. It shows the brands entry and exit prices for jersey products. The retailers closest competitors seem to be Abercrombie & Fitch and Gap in terms of similar pricing architectures, and they have a fairly young demographics.
£5 £10 £15 £20 £25 £30 £35 £40 £45 £50 £55 £60 £65 Tops Bottoms Underwear £13.50 £28 £8.50 £15 £4.99 £65 (Hollister, 2022)
£5 £10 £15 £20 £25 £30 £35 £40 £45 £50 £55 £60 £65 £2 £34.90 £69 £9 £2 £69.99 £4 £35.99 £15 £19 (Edited, 2022)
Profile One
CONSUMER PROFILE
Name: Harriet Jones
Gender: Female
Age: 20
Location: Lives in Manchester
Occupation: Business owner of own shop
Income: Good income, financially stable
Socio-economic group: C1
Hobbies: Shopping, reading, walking, listening to music, meeting up with friends
Her wardrobe: Lots of jersey tops, denim, sweaters, knitted jumpers, skirts
Attitude: Wants new and upcoming trending products first, always wants to be ahead of trends
CONSUMER PROFILE
Profile Two
Name: Harley Edwards
Gender: Male
Age: 24
Location: Lives in Liverpool
Occupation: Manager of a skateboarding company
Income: Stable income
Socio-economic group: C1
Hobbies: Running, skateboarding, going out for dinner
His wardrobe: Mostly sweatshirts, jersey T-shirts, cargo trousers, caps
Attitude: Not fussed about looking too stylish, and favours comfort over style. However, shopping at Hollister means comfort plus style
Both stores use mannequins to show different garments styled together, although H&M seem to have more which could be more visually pleasing for a customer. H&M uses spotlights which can be enticing, although a consumer may prefer a dimmer light to feel more comfortable.
This store is situated across three levels, home & kids, women’s wear and menswear. The visual merchandising of this H&M is very coherent and visually pleasing, as it is nice, clear and bright inside. The layout isn’t too different to Hollister.
H&M’s jersey range is very broad, and the jersey garments are all grouped together in various places in the store to make the products easier to find. They have also grouped the jersey garments into colour schemes, such as neutrals.
COMP SHOP- H&M: In-Store
H&M’s online jersey range is again very broad like in-store, however the layout comes across as quite jumbled, as the products haven’t been sorted into specific jersey garments or colours etc. This isn’t the most visually appealing to a consumer.
COMP SHOP- H&M: Online
In-Store
HOLLISTER SHOP ANALYSIS
This store is situated across one level, with a women’s wear and a menswear section. The tone of voice of this store is very cool and gives off the typical Southern Californian lifestyle. It is dimly-lit, which can be very stimulating for their customers, making them want to make a purchase.
The visual merchandising of this Hollister store is clear and easy to navigate. Hollister is known for their casual-wear, and consumers know they will be able to purchase a goodquality jersey garment. They sell matching tracksuits which have proven very popular.
Hollister’s in-store jersey range is pretty broad, as they sell garments from tracksuits, to sweatshirts to T-shirts. They have various colour selections, from neutral colours to pastels. Their jersey products are dotted around the store, therefore will always catch a customers eye as they aren’t confined to one area.
HOLLISTER SHOP ANALYSIS
Hollister’s online store is quite a different experience to being in-store. It’s online tone of voice is very minimalistic and simple. This gives the products enough room to breathe, making their website nice and easy to navigate through, just like their in-store layout. The website also has that Southern Californian feel to it, as their home page is dominated by their iconic beach image.
Hollister have various jersey garments available, and you can refine your search to just jersey clothing which makes the experience much easier and pleasurable for a customer. Their jersey range includes many staple pieces, which can be quite boring for a consumer.
Online
Strengths
• Hollister is known for their casual-wear, which includes jersey garments such as matching tracksuits and sets
• They sell staple pieces which are very popular
• They have various colour ranges for their jersey products, such as pastel and neutral colours
Opportunities
• Appeal to a larger target market by creating graphic collections and not just staple pieces
• They could create more unique designs in terms of how the garments looks, for example asymmetric designs
Weaknesses
• Simple product offerings- Their jersey items consist of t-shirts, sweatshirts, outerwear etc which can be seen as very simple. This may not be to every consumer’s taste
• Their jersey range isn’t very graphic, it is plain and simple which can come off as repetitive
Threats
• Competition- Their main competitors are American Eagle, Abercrombie & Fitch etc., and have proven to be very strong competition as they sell a range of graphic jersey products
• Jersey is one of the most popular garment materials to use, therefore every fashion brand will sell it so Hollister needs to make their jersey range unique to others
S.W.O.T
I have put the bandanna halter-neck crop top as the ‘star’. This style of top has proven to be very popular, as well as the pattern and colour. It is out of stock in all sizes.
I have selected the cinched sleeveless top as a ‘question mark’ item. The garment would’ve been popular in the past, however it’s now unclear whether it could become a trend today. The colour hasn’t proved to be popular recently, although the style of the top could boost its sales.
The side cinch crop top is a ‘cash cow’. It is a classic, basic must have item which is always high in demand in all seasons. It is also a very affordable garment, and there are variations of colour online and in-store.
Lastly, I think that the jersey tank top would be considered as a ‘dog’. This style of top has been out of style for a while now, and isn’t proving to be selling very well. It is also currently on a promotion, down from £17 to £5.99.
DOG ? COW STAR HIGH-DISCOUNT LOW-SHARE HIGH-SHARE LOW-DISCOUNT BOSTON MATRIX:
TREND RESEARCH: GRAPHIC TEES
From looking at WGSN, I have identified a predicted trending core colour palette for the winter season. The colours include ‘oat milk’, ‘circular grey’, ‘chalk’ etc. These key shades all fall under a neutral aesthetic, which are predominantly used for popular graphic tee designs.
Women’s graphic t-shirts have become one of the most popular fashion trends in recent years. They are a way of being comfortable, as well as looking stylish and trendy. The most popular way of wearing them seems to be either with a pair of denim jeans or cargo trousers.
Trend Colours:
Chalk
Oat Milk
Black
Sepia
Circular Grey
Graphite
Midnight Blue
Cranberry Juice
OPPORTUNITIES
FOR CAPSULE RANGE:
• Proposal: My idea for Hollister is to expand on their women’s graphic t-shirt range. They will be designed to wear with any pair of trousers. The t-shirts are going to be jersey, and will range from sizes XXS - XXL.
• Colour palette: The actual colour of the t-shirts are going to be neutral, including beige, brown, white etc. The graphic design will be neutral colours, for example a white or beige t-shirt with a brown graphic design.
Inspiration
Palm Tree Graphic Tee
Season - Winter 23
Quantity Bought - 2, 200
Retail Price - £25
Store Tiering - 1st floor
Launch Date - February 23
NEW JERSEY RANGE PRODUCTS:
Colorado Graphic Tee
Season - Winter 23
Quantity Bought - 2,100
Retail Price - £25
Store Tiering - 1st floor
Launch Date - February 23
Good Vibes Graphic Tee
Season - Winter 23
Quantity Bought - 2, 150
Retail Price - £25
Store Tiering - 1st floor
Launch Date - February 23
Arizona Graphic Tee
NEW JERSEY RANGE PRODUCTS:
I have created a new graphic design women’s range for Hollister. I based them around colours and designs that are currently on trend, as well as attempting to stay on brand with Hollister.
Season - Winter 23
Quantity Bought - 2, 000
Retail Price - £25
Store Tiering - 1st floor
Launch - February 23
Horoscope Graphic Tee
California Graphic Tee
Season - Winter 23
Quantity Bought - 2, 100
Retail Price - £25
Store Tiering - 1st floor
Launch - February 23
Season - Winter 23
Quantity Bought - 2, 100
Retail Price - £25
Store Tiering - 1st floor
Launch - February 23
MY ROLE ASPIRATIONS:
• In the future I would possibly like to pursue fashion marketing & PR. I enjoy creating market reports for brands and I like doing the research. OR
• I would either like to have a role in social media and promotion. I find this area of fashion really interesting, as you get to learn what happens behind the scenes of social media posts etc.
Example
References:
Hollister Co (2022). SeamedCinchTop.[Online] Available at: https://www.hollisterco.com/shop/uk/p/seamed-cinch-top-50280820?seq=03&faceout=prod1 (Accessed 17.11.22).
Hollister Co (2022). ‘game on: all day gameplay is back & comfier than ever. shop the full collection at the link in bio.’ [Instagram]. 06.10.22. Available at: https://www.instagram.com/p/CjYf67LvNt2/ (Accessed 20.10.22).
Hollister Co (2022). OneShoulderShimmerTop.[Online] Available at: https://www.hollisterco.com/shop/uk/p/one-shoulder-shimmer-top-46692820?seq=undefined&faceout=model1 (Accessed 17.11.22).
EDITED. (2022) MarketAnalysis/Hollister.Available at: https://app.edited.com/#market/dashboard/452839/687841?analysis_view=options&brands=abercrombie-and-fitch%7Camericaneagle%7Cgap%7Ch-m%7Chollister&dates_in_stock=3months&empty_brackets=collapse&gender=women&in_stock=true&list_style=image&market=UK&order_by=found_desc&outlet=false&price_ type=current&pricepoint_interval=2000&primary_pivot=brand&product_searches=1939&scale=default&secondary_pivot=none&show_numbers=counts&totals=show&vertical=apparel&view=analysis (Accessed 17.11.22)
Unknown photographer. (2022) rorygilmoreoutfit.Available at: https://www.pinterest.co.uk/pin/5981411997907903/ (Accessed 16.10.22)
Unknown photographer. (2022) brandytatesweaterbluebaggyjeansconverseblackinstaxpolaroidcamera.Available at: https://www.pinterest.co.uk/pin/180284791325706957/ (Accessed 16.10.22)
Unknown photographer. (2022) pyjamaset.Available at: https://www.pinterest.co.uk/pin/789607747183371302/ (Accessed 16.10.22)
Unknown photographer. (2022) outfitinspo.Available at: https://www.pinterest.co.uk/pin/584764332902607448/ (Accessed 16.10.22)
Unknown photographer. (2022) cutestcoquettetopever<3.Available at: https://www.pinterest.co.uk/pin/585960601532154348/ (Accessed 16.10.22)
Unknown photographer. (2022) brandymelvillefashionthriftthriftedkoreanulzzangstylediorcoquettedowntowngirlaesthetic...Available at: https://www.pinterest.co.uk/pin/516365913539414216/ (Accessed 16.10.22)
Unknown photographer. (2022) Notitle.Available at: https://www.pinterest.co.uk/pin/30751209949132118/ (Accessed 16.10.22)
Unknown photographer. (2022) friendspicture,igstory,ideas,lifestyle,chill,goingforawalk...Available at: https://www.pinterest.co.uk/pin/145593000446527869/ (Accessed 16.10.22)
Unknown photographer. (2022) Notitle.Available at: https://www.pinterest.co.uk/pin/19421842135851927/ (Accessed 16.10.22)
Unknown photographer. (2022) #boystyle.Available at: https://www.pinterest.co.uk/pin/94716398410141004/ (Accessed 16.10.22)
Unknown photographer. (2022) tred.Available at: https://www.pinterest.co.uk/pin/28780885109681379/ (Accessed 16.10.22)
Unknown photographer. (2022) Emoji.Available at: https://www.pinterest.co.uk/pin/194077065184587465/ (Accessed 16.10.22)
Unknown photographer. (2022) TrendyGuyOutfit.Available at: https://www.pinterest.co.uk/pin/98938523056172363/ (Accessed 16.10.22)
Unknown photographer. (2022) brown:).Available at: https://www.pinterest.co.uk/pin/12455336460491912/ (Accessed 16.10.22)
Unknown photographer. (2022) Friendsgiving.Available at: https://www.pinterest.co.uk/pin/333336809930613138/ (Accessed 16.10.22)
Unknown photographer. (2022) sereneechiu-followformore.Available at: https://www.pinterest.co.uk/pin/333336809930613138/ (Accessed 16.10.22)
Unknown photographer. (2022) Notitle.Available at: https://www.pinterest.co.uk/pin/396598310943836808/ (Accessed 16.10.22)
Unknown photographer. (2022) Notitle.Available at: https://www.pinterest.co.uk/pin/347340190022585492/ (Accessed 16.10.22)
Hollister Co (2022). BandanaHemHalterCropTop.[Online] Available at: https://www.hollisterco.com/shop/uk/p/y2k-bandana-hem-halter-crop-top-47464323?seq=05&faceout=model1 (Accessed 19.11.22)
Hollister Co (2022). CinchedSleevelessPolo.[Online] Available at: https://www.hollisterco.com/shop/uk/p/cinched-sleeveless-polo-49178819?seq=02&faceout=prod1 (Accessed 19.11.22)
Hollister Co (2022). SideCinchT-shirt.[Online] Available at: https://www.hollisterco.com/shop/uk/p/side-cinch-t-shirt-48999821?seq=01&faceout=prod1 (Accessed 19.11.22)
Hollister Co (2022). EasyCropGraphicMuscleTank.[Online] Available at: https://www.hollisterco.com/shop/uk/p/easy-crop-graphic-muscle-tank-48299821?seq=01&faceout=model1 (Accessed 19.11.22)
H&M (2022). OversizedprintedT-shirt.[Online] Available at: https://www2.hm.com/en_gb/productpage.0982361026.html (Accessed 21.11.22)
H&M (2022). OversizedprintedT-shirt.[Online] Available at: https://www2.hm.com/en_gb/productpage.1018158010.html (Accessed 21.11.22)
H&M (2022). OversizedprintedT-shirt.[Online] Available at: https://www2.hm.com/en_gb/productpage.0762558245.html (Accessed 21.11.22)
SHEIN (2022). WavesAndSloganGraphicDropShoulderTee.[Online] Available at: https://www.shein.co.uk/Waves-And-Slogan-Graphic-Drop-Shoulder-Tee-p-9885877-cat-1738.html?src_ identifier=st%3D2%60sc%3Dgraphic%20tee%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_home1669840458646&mallCode=1&scici=Search~~EditSearch~~1~~graphic_20tee~~~~0 (Accessed 21.11.22)
SHEIN (2022). PlusBearAndLetterGraphicDropShoulderTee.[Online] Available at: https://www.shein.co.uk/Plus-Bear-And-Letter-Graphic-Drop-Shoulder-Tee-p-3974046-cat-1890.html?src_ identifier=st%3D2%60sc%3Dgraphic%20tee%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_home1669840458646&mallCode=1&scici=Search~~EditSearch~~1~~graphic_20tee~~~~0 (Accessed 21.11.22)
SHEIN (2022). ButterflyAndSloganGraphicDropShoulderTee.[Online] Available at: https://www.shein.co.uk/Butterfly-And-Slogan-Graphic-Drop-Shoulder-Tee-p-6463007-cat-1738.html?src_ identifier=st%3D2%60sc%3Dgraphic%20tee%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_home1669840458646&scici=Search~~EditSearch~~1~~graphic_20tee~~~~0&main_ attr=27_2486&mallCode=1 (Accessed 21.11.22)
SHEIN (2022). Rugby&SloganGraphicDropShoulderOversizedTee.[Online] Available at: https://www.shein.co.uk/Rugby-Slogan-Graphic-Drop-Shoulder-Oversized-Tee-p-6719962-cat-1738.html?src_ identifier=st%3D2%60sc%3Dgraphic%20tee%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_home1669840458646&mallCode=1&scici=Search~~EditSearch~~1~~graphic_20tee~~~~0 (Accessed 21.11.22)
Pretty Little Thing (2022). CharcoalMontanaLogoOversizedWashedTShirt.[Online] Available at: https://www.prettylittlething.com/charcoal-montana-logo-oversized-washed-t-shirt.html?utm_ source=google&utm_medium=cpc&utm_campaign=google_shopping&utm_content=uk&utm_term=product_target&istCompanyId=3b233929-048d-4b79-a672-b37827e7282d&istFeedId=995a7449-4b914f81-8010-f9c5da786479&istItemId=ilqaarqwl&istBid=t&gclid=EAIaIQobChMIl8HA1OHW-wIVIoBQBh3PXA7IEAQYAiABEgJ_O_D_BwE&gclsrc=aw.ds (Accessed 21.11.22)
Maggioni, S. (2022) Women’sColourForecastA/W24/25.Available at: https://www.wgsn.com/fashion/article/636b7ab0459c58c53faac24a#page3 (Accessed 21.11.22)
SHEIN (2022). Letter&TigerPrintLonglineTee.[Online] Available at: https://www.shein.co.uk/Letter-Tiger-Print-Longline-Tee-p-3297197-cat-1738.html?src_identifier=st%3D2%60sc%3Dgraphic%20 tee%20brooklyn%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_search1669840848380&mallCode=1&scici=Search~~EditSearch~~1~~graphic_20tee_20brooklyn~~~~0 (Accessed 21.11.22)
SHEIN (2022). Slogan&SunPrintDropShoulderTee.[Online] Available at: https://www.shein.co.uk/Slogan-Sun-Print-Drop-Shoulder-Tee-p-7284277cat-1738.html?src_identifier=st%3D2%60sc%3Dgraphic%20tee%20brown%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_ search1669840936557&mallCode=1&scici=Search~~EditSearch~~1~~graphic_20tee_20brown~~~~0 (Accessed 21.11.22)
SHEIN (2022). DAZYLetterGraphicDropShoulderTee.[Online] Available at: https://www.shein.co.uk/DAZY-Letter-Graphic-Drop-Shoulder-Tee-p7080697-cat-1738.html?src_identifier=st%3D2%60sc%3Dgraphic%20tee%20grey%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_ search1669840995818&mallCode=1&scici=Search~~EditSearch~~1~~graphic_20tee_20grey~~~~0 (Accessed 21.11.22)
SHEIN (2022). DAZYBear&LetterGraphicDropShoulderTee.[Online] Available at: https://www.shein.co.uk/DAZY-Bear-Letter-Graphic-Drop-Shoulder-Tee-p10511642-cat-1738.html?src_identifier=st%3D2%60sc%3Dbrown%20graphic%20tee%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_goods_ detail1669841096324&mallCode=1&scici=Search~~EditSearch~~1~~brown_20graphic_20tee~~~~0 (Accessed 21.11.22)
SHIEN (2022). CarAndLetterGraphicDropShoulderOversizedTee.[Online] Available at: https://www.shein.co.uk/Car-And-Letter-Graphic-Drop-Shoulder-OversizedTee-p-9977497-cat-1738.html?src_identifier=st%3D2%60sc%3Dcalifornia%20graphic%20white%60sr%3D0%60ps%3D1&src_module=search&src_tab_page_id=page_ search1669841212236&mallCode=1&scici=Search~~EditSearch~~1~~california_20graphic_20white~~~~0 (Accessed 21.11.22)
Hollister & Co (2022). SeamedCinchTop.[Online] Available at: https://www.hollisterco.com/shop/uk/p/seamed-cinch-top-50309821?seq=10&faceout=model1 (Accessed 16.10.22)
