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.

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

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.