Hollister is an internetional high street brand and there is many store cover all around the world. Based on Hollister is my favourit style of brand and I used to wear Hollister clothing when I was teenager, so I think I have claer idear and though with Hollister. Hollister often advertised as Hollister or HCo , is an American lifestyle brand owned by Abercrombie & Fitch Co. At a lower price point than the parent brand through its SoCal-inspired image and casual wear.
Window display of Hollister Amtosphere of Hollister
HOLLISTER STORE LAYOUT
Short report about Hollister. Co
STORE LAYOUT
Regents Street Hollister.Co store, the store consists of three floors, which was ground floor, first floor and basement. The lay out was split in two sides. On the left hand side is for females and on the right hand side is for males. Ground floor was selling females tops, bottoms, dresses, rompers and male tops, bottoms. At the shop they got four independent changing rooms and one elevator consign with all the floors. There is one cashier on the female side. The upper floor sells males products and there is a cashier on that floor, moreover, the biggest changing room is one the upper floor too. Basement was sell female bralette, swimwear, bars & undies, sleepwear & lounge, shoes & accessories and fragrance & body’s product. This floor still sells season sale items.
WINDOW DISPLAY
The window display was relay to the theme of the store. So the TV was always the main character and they will put two to three models next to the TV. The clothes that put on the model is base on the Hollister theme style. They will also show the new arrival products on the window display. Because of presenting the Hollister theme the window display will have some plants to show out the summer feel.
ATMOSPHERE
The store creating a relaxing beach atmosphere. The outlook give people the first mind is full of mystery ocean feel and interior design was connecting with the mind them of Hollister.The store is a bit dark but with some elegant lights in the store. It made people have a different feeling between with other shop. The staff all wears summer style clothing to support the feels that give to customers.
UNIFORM
The staff in Hollister they all wear Hollister clothing. It’s a good way to do like that. How the staff wear can help to promote the products from Hollister. Moreover, in the store there were around 30 staff. The offer young people which looks smart and have a sunshine type personality to be their staff. The female staff used to wear vest with leggings or short jeans with slipper or casual shoes. Male staff wear as same as females staff.
MUSIC
Hollister do focus on the music that they play with at store. They play a selection of alternative rock and pop music. They used to set a playlist to the store and renew the playlist in each season to catch on the music tendency. The company policy is to play the music at the 80–85 decibel level.
Price range(Female)
Price range(Male)
Customer Target Based on Hollister is an American lifestyle brand owned by Abercrombie & Fitch Co. So Hollister had a lower price point than the parent brand. Who are Hollister’s customers? Hollister’s primary target market is teenagers and preteens. By wikipedia research showed the concept was originally designed to attract consumers aged 14–18. However, Hollister clearly does not understand who their target market shops with – their parents! Capital One conducted a survey which revealed that 93% of teens expect their parents to join them on back to school shopping trips. As a result, Hollister needs to make their retail environment more parent friendly (specifically mom-friendly) because at the end of the day, the majority of parents will be paying for the clothing. In my point I think the main target should be teenagers but because of teenagers don’t have any consumption capacity, so the real customer should be their parents. Teenagers use Hollister products and Hollister earn money from their parents.
COLOUR SWATCH
Social Media
Political and legal:
Environmental:
Although politics do not play a large part in the clothing industry, there are the issues of labor laws and the reported for having overworked young people working in sweatshops producing to understand these laws, standards, and values as well as try to create a positive public image.
A number one culture trend that we did not face ten years ago is the number of mothers that are working outside of the home. This has in return affected how major purchase decisions are made. With mom and dad both working, it is often the teens that are becoming more independent and making purchasing decisions on their own.
Social:
There are many factors that are important including fashion trends and purchasing power. Fashion trends are constantly changing, which forces retailers of clothing to keep up with the curve. clothing companies need to know which items are going to be popular and how many of each item to have in stock. Part of keeping up trend is keeping up to date on colors and designs that are appealing to the audience. According to apparel news, it is now the teens that are setting new fashion trends.
PESTLE ANALYSIS Technological:
1. Internet. Having online access has changed the way that consumers find information and the way that they shop. The internet gives retailers a way to show new fashion trends and give consumers access to their products. As technology continues to improve it will make it easier and faster for consumers to research products online and purchase with confidence. 2. Web advertising. Clothing companies are able to inform consumers about their products, advertise specials, etc. This allows buyers to become acquainted with products before purchasing in the store or online.
Economic:
The economy of the things are beginning to take a turn for the better. Today’s culture shows children having more money both from their own odd jobs such as baby-sitting or delivering newspapers and their allowances from parents. This extra income and spending power has influenced much of the clothing market.
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Location: Hollister had over 500 stores and it had been extend to all around the world. There were 31 stores in UK. The store that I visit was locate in regents street, London. Hollister is an American lifestyle brand owned by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged 14–18, at a lower price point than the parent brand[3] through its SoCal-inspired image and casual wear. Goods are available in-store and through the company’s online store. They work on after- sales service system too. Hollister’s price points are about 20% lower than its parent Abercrombie & Fitch. The ideas of decorate was simulate the appearance of vintage beach shacks in an indoor shopping mall. W
Hollister promote and popularize product not enough strong. They only promote by internet(Facebook, Instagram, Website) and don’t work advertisement on media such as, TV. The promote range was not wild.The collection in each quarter was too similar. Because of they want to keep Hollister style, the product design was not push the boundaries, so it might not easy to attract peoples eyes. To costumer, based on how much did they spend to the products. The quality is to low and the price was not on balance with the product. So the cost performance was low. O
Hollister was famous in world except China. Should work on more promote in China. Explore more advertisement by social media. Extend household goods and women’s cosmetic. Explore more promotion event to different kind people, try to extend consumer range, such as birthday promote. Online shopping could do if the consumer had spend over 200 pounds Hollister could exemption from postage. Initiate membership system by expense consumer had spent and separate in different rank of membership then different level promotion in different trend. Members can accumulate consume to upgrade their membership levels. T
Based on the style was similar to Hollister. Superdry, American Apparel Quicksliver , Roxy and Cotton On could be threats to Hollister. Consider the style of the products are basic style, the price was a bit higher then the comparators.
Hollister perfume at online shop Man’s Cologne
Woemen’s Fragrance
Customers comments for Hollister perfume on Amazon
Customers comments for Hollister perfume on
Marketing Design This design idea is inspired by Hollister perfume. If you have been Hollister, there is a feature small in the store. They use perfume to decorate it and support a lovely and attracting atmosphere. So I consider that, customers could take their small into their own house by putting essential oil into electronic diffuser. Moreover essential oil can use with many ways, such as, mixing with massage oil, have a drop with your shampoo or body wash and adding some essential oil when you are having a bath. So essential oil that is a new line in Hollister. Below is the design of Hollister essential oil.
Shopping bag research
Logo research
LOGO SKETCH DESIGN
Five Logo design for Hollister
First shopping bag design
Second shopping bag design
Third shopping bag design
First Poster design
Second Poster Design
First window display design
Second window display design