Hollister Co.

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Hollister Co. , often advertised as Hollister or HCo. , is an American lifestyle brand owned by Abercrombie & amp; Fitch Co. This concept was originally designed to appeal to consumers aged 14-18, at a lower price point from the parent brand through images so inspired by Cal and casual wear. Goods are available in the shop and through the company's online store. In 2008 Piper Jaffray placed him as the second most preferred brand of teen clothing.

Video Hollister Co.

History

Establishment

The first Hollister store opened on July 27, 2000 at Easton Town Center in Columbus, Ohio. Four additional test shops were opened following the Easton location: Oak Park Mall in Overland Park, Kansas, Mall of Georgia in Buford, Georgia, Westfield Topanga in Canoga Park, California, and Paramus Park in Paramus, New Jersey.

Hollister Co. not billing itself as a hardcore surf line. According to A & amp; F, Hampton Carney, "We're not going to pursue 'the core surfing market.This is more about lifestyle and inspiration, than actual activity." Although Hollister Co. established in 2000, Abercrombie & amp; Fitch has created a history of fiction around its founders. According to this history, John Hollister, Sr. emigrated from New York City to the Indies, and founded a company that carried its name after returning to the United States and settling in California in 1922. In fact, the company was founded in Ohio. in 2000.

From the international expansion to this day

Abercrombie & amp; Fitch Co. expanded to Canada in mid-January 2006. A & amp; F unlocks Abercrombie & amp; Fitch and Hollister Co. store at Toronto's Eaton Center and Sherway Gardens shopping mall in Toronto, Ontario. This opening was delayed from late 2005 to early 2006 by construction and planning issues. In 2009, HCo. Locations in Canada are: Sherway Gardens, Toronto Eaton Center, and Fairview Mall in Toronto, West Edmonton Mall in Edmonton, Alberta, and Upper Canada Mall, in Newmarket, Ontario, and Pacific Center in Vancouver, British Columbia on January 29, 2009. In 2010, the eight store locations in Canada opened at Polo Park in Winnipeg, and the store opened on October 29 at the Fairview Park Mall in Kitchener, Ontario. In 2011, the first Hollister store in Atlantic Canada opened at Halifax Shopping Center in Halifax. The store also opened in Hamilton, Ontario and Brampton, Ontario in 2011.

Starting summer 2007, Abercrombie & amp; Fitch Co. spent an estimated $ 10 million USD to install video walls to Hollister Co. stores. across the country. The live-feed play wall feeds from Surf City of Huntington Beach, California to provide customers with a taste of SoCal HCo surfing atmosphere. promote. Hollister paid the city of Huntington Beach for a camera located in Huntington Beach Pier. On October 2, 2007, 100 Hollister California stores were selected to start promoting Abercrombie & amp; Fitch Co. fifth brand. Gilly Hicks before his last debut in January 2008. Advertising is achieved through various body care items including body sprays, deodorants, soaps, lotions, and lip balms called Sessions .

On October 25, 2008, Hollister Co. opened its first store outside the US and Canada in Brent Cross, London. In December 2008, Hollister Co. opened its second store in England at Westfield London and third in the upscale Bluewater shopping center, Kent, UK. Furthermore, after the success of HCO England. shops in London, the first Hollister store outside London opened on May 14, 2009 at WestQuay shopping center in Southampton, the fifth British store opened in Milton Keynes in early 2010. There are also Hollister shops in Sheffield's Meadowhall shopping center, Norwich's Chapelfield shopping center , Birmingham's Bullring, Manchester's Trafford Center mall, Solihull's Touchwood Center and Newcastle on Tyne's Eldon Square. There are also stores in the town of Westfield Stratford, at the Oracle shopping center in Reading, Glasgow, Edinburgh and Victoria Square, Belfast as well. Hollister Co. has also opened stores in Italy (Rome, Venice, Milan, Florence, Bergamo), Germany (Berlin, Frankfurt, Oberhausen, Hamburg, Ludwigshafen, Neuss, Bonn, Cologne and Dresden), and more recently in Spain (Barcelona, ​​Madrid , Bilbao, Valencia, La CoruÃÆ' Â ± a, Zaragoza and Marbella). In 2011 Hollister opened his first shop in Dublin, Ireland in Dundrum City Center.

Marketing for HCo. flagship was launched in May 2009. A vast marketing campaign advertises the store as "The Epic Hollister Store." A & amp; F launches HCORideTheWave.com which offers electronic postcards, downloadable wallpapers and screensavers as well as leads to flagship and promotional movies with computer-generated graphics from multi-level layout and floor design. The countdown timer is called "Epic Countdown" telling the remaining time until seconds until opening. First seed for HCo. brand finally opened July 16, 2009.

Maps Hollister Co.

Marketing and goods

Merchandise

Items are named from the SoCal coast, something that Gilly Hicks does equals the Australian coast. The Hollister price point is about 20% lower than its parent Abercrombie & amp; Cuscus. To maintain the SoCal theme, stores and merchandise are categorized under divisions named "Dudes" (men) and "Bettys" (women). Although, they are now referred to as men and women.

Fashion deals by Hollister Co. including but not limited to "graphic" and "crew & tee" shirts, plain, Henleys, cardigans, shirts, pullovers, outerwear, rinse or wash thin jeans, flip flops, cologne or perfume, boxers, accessories, and etc.

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Fragrances

In 2001, Hollister released Hollister Co's signature perfume for women and men, but then they were stopped. Other fragrances were released over the years. The aroma of the official store is a popular cologne, given the proper name, SoCal. Shops are usually required to market products with SoCal every day. This is a marketing tactic to help pull incoming customers.

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Body Treatment

Originally known as "Session," the line of body care has been simplified into "Body Treatment." After the original release, Hollister Body Care products include: body wash, body lotion, mist, body spray, deodorant/antiperspirant, lip gloss, lip glow, and lip balm. In a short time after the initial release they launched hair candles, and hand lotions. Deodorants/antiperspirants, lip gloss, lip shine, lip balm, hair wax, and betty body washings have all been discontinued.

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Shop

Abercrombie & amp; Fitch has designed Hollister Co. stores. to simulate the appearance of ancient beach huts in an indoor shopping center. Exterior dÃÆ' Â © cast includes closed windows, and light and dark brown pattern walls. A boardwalk teal with three steps leads to the entrance, with plans to finally include a low chandelier on the terrace of all the shops. The interior of the shop is largely hidden from the outer appearance by a parallel wall. Abercrombie & amp; Fitch experimented with closed windows when they created Hollister Co. and the concept was eventually extended to Abercrombie & amp; Brand Fitch.

The retail space is divided into several separate rooms with half of stores devoted to "Guys" and the other to "Girls" (which usually overflow to the "Guys" side in the rear license room) - formerly "Dudes" and "Bettys". Hollister Co. Store has their own monthly playlist, which is packed with inspired surf songs to set the atmosphere of the beach shack and play with a fairly high volume through many strategically placed speakers throughout the store. Customers can usually choose the songs they want to hear using the touch screen positioned on the counter wall of the counter, but this feature is removed so that the touch screen only displays the title and artist of the song. Dim lights by spotlights, interior parts including leather armchairs, worn carpets, barren wallpapers (part of recent store upgrades), surfboards lining the walls behind the register (some "Hollister" pads), and palms tree pots are placed around the store. The living room (formerly a bodycare and cashwrap treatment or checkout area) serves as a "living room" and also has a Hollister "Jean Lounge", which holds all the jeans for both men and women. The merchandise itself is displayed in built-in cabinets and shelves along with dark wooden tables, couches and benches strategically placed in rooms. Recently the shops have changed the layout and style of merchandise tables, supporting rectangular tables on the table round for space reasons and loss prevention. Mandated by the company, the shops and clothing itself are constantly being stored with today's popular HCo fragrance SoCal through spritzing by employees and a computerized spritzing system recently mounted on the ceiling that releases the scent at a time interval. As a result, customers can usually smell the shop when they approach it, which can be good or bad depending on whether someone likes fragrances. In addition, every item in the store is "pre-scented" with fragrances, the most popular retail feature.

Originally, the design of the shop included a resident Maine Coon cat resident, named Fletcher, and a green winged macaw named Riley. Animal rights activists protest against the inappropriate and inhumane use of live animals in the store, given the dim lighting and loud music (see below). Shops were releasing animals in November 2000. Other changes since the beginning of the store included the abandonment of the dressing room style dressing, which was favorable for the traditional cuts behind the dressing-room curtains. The level of music has also been reduced due to complaints from parents and special interest groups.

In November 2013, Abercrombie & amp; Fitch announced plans to redesign the Hollister stores. The new design will include a front window and the front porch of California's front porch. The shops will be smaller with square feet but will have a larger sales area. Abercrombie & amp; Fitch plans to test new store designs in 2014. Since January 2016, several beach hut shops with staircases have been renovated and new stores are being built featuring a redesign.

Music

Hollister Co. Store play a selection of alternative rock and pop music. Company policy is to play music at 80-85 decibel level. One investigation measures the sound level at 90 decibels. OSHA requires employers to provide ear protection to employees exposed at decibel levels of 90 or more. A store manager at a particular Hollister store states that there are complaints from customers, but the volume is mandated by company policy, although depending on the day and in the store, music is usually lower due to complaints.

Flagship store

The company opened its first premier concourse for the Hollister concept July 16, 2009. The flagship is located in the SoHo district on 600 Broadway in the southeast corner of Houston and Broadway. The four floors of the occupied building provide 40,000 square feet of retail space (3,700 m ² ). Prime Representative. commented, "The EPIC store is what Hollister calls - big waves, waves, sun, and hanging out at the dock." HCo's relaxed atmosphere is very cool, and we bring SoCal's lifestyle to SoHo. " Of total capital expenditures for fiscal year 2008 from A & amp; F Co. (up to 445 million USD), about 300 million USD spent on the construction and renovation of new buildings, including HCO ships.

In November 2009, A & amp; F released plans to open "EPIC Hollister" in 2010 on Fifth Avenue. As of February 2010, A & amp; F officially confirmed its plan to open the second EPIC flagship in New York. The location, originally planned for aircraft carriers, is at 666 Fifth Avenue, and includes 22,000 square feet (2,000 m ² ) retail space. The location is the second previous flagship spot of the Brooks Brothers vacated January 31, 2009. 666 is also one of the most expensive retail spots on Avenue near Abercrombie & amp; Fitch's flagship and luxury boutiques such as Chanel, Fendi, and Prada. The Fifth Avenue Hollister flagship opens at the end of 2010 and features live video feeds from Huntington Beach featured on 179 flat screen TVs outside the store along with a wave pool.

Abercrombie & amp; Fitch anticipates the opportunity to open the HCO flagship "internationally" in the near future. This is called the "EPIC" expansion program for HCO part of a larger expansion effort for all A & amp; F on a global scale. On May 12, 2012, the first international HCO flagship store opened at Regent Street, London.

Hollister operates three flagship and one flagship store secondary:

• New York City, SoHo, USA
• London, Regent Street, England
• Munich, FÃÆ'¤rbergraben, Germany

It also operates a secondary vessel on New York's Fifth Avenue.

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Future store expansion

United States and Canada

Following the 2008 Christmas season that turbulent with the economic downturn in the retail industry, Abercrombie & amp; Fitch has adjusted his plans for 2009 to fit the "environment" that survives. For 2009, the company's main domestic commitment to Hollister was the opening of the HCO aircraft carrier in SoHo.

Since December 2008, Abercrombie & amp; Fitch Co. opened Hollister Co stores across the United States.

Hollister Co. has 11 locations in Canada. Six locations in Ontario, two in Alberta, and one in every British Columbia, Manitoba, and Nova Scotia. Hollister's new stores are now open in Hamilton, Ontario and Brampton, Ontario. The Masonville place in London, Ontario should be next for location as well.

There are more than 500 locations in the United States, and internationally there are 30 stores in the UK and 11 in Canada. There are 13 in France, 18 in Germany, 3 in Sweden, 3 in the Netherlands, 11 in Spain, 9 in Italy, two in Hong Kong, two in Japan, one in Ireland and Poland, and two in South Korea and seven in China. There are also two stores in Australia and 7 in Austria.

United Kingdom

As of May 2012, there are 28 stores in the UK.

It is understood that A & amp; F is in talks to take four to five other stores for HCO but many of the locations under discussion have not been revealed. However, the Hollister Co. along with its parent company Abercrombie & amp; The Fitch brand is being criticized in the UK because the merchandise offered to UK customers costs double the price (or even $/$ swap direct) found in the United States.

Rest of Europe

Hollister currently has stores in Ireland, France, Spain, Sweden, Belgium, Germany, Austria, Poland, Italy, and the Netherlands.

Asia

Hollister opened in Hong Kong at Festival Walk, Hysan Place in 2011. In 2012, Hollister opened stores in South Korea and also stores in Shanghai, China.

Australia and Middle East

Hollister has plans to open stores in Australia and the Middle East by 2013. It has opened two stores in Australia. one in Melbourne and one in Sydney. Both Australian stores will be permanently closed in early 2016.

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Save Count

All stores are owned by the company, except 50% Joint Venture for Middle East Stores.

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Legal issues

Trademark conflict with Hollister, California

According to an article in the Los Angeles Times in April 2009, Abercrombie & amp; Fitch has threatened traders and residents of Hollister, California who want to use the name "Hollister" on clothing. This article quotes David Cupps, general counsel for Abercrombie & amp; Fitch: "If they try, they'll get a call and more."

Also, according to the article: "Controversy in the name of heating up in 2006 when Stacey Crummett, chief executive of Rag City-based Holl City, added the word" Hollister "to his vintage bluejeans label.Responding to his trademark registration application, Abercrombie & Fitch attorneys sent him a letter accusing him of violating the company's trademark and threatening to sue. "Crummett then withdrew the application.

"Even the students at Hollister's San Benito High School wonder if they violated the Abercrombie & Fitch brand by wearing a school-necked shirt, Hollister Haybalers."

"Hollister City Atty Stephanie Atigh insists that Abercrombie & Fitch can not sue if the locals just put the city's name on the clothes to identify the geographical location."

Morris vs. Abercrombie & amp; Fitch Co.

In 2007, the lawsuit Morris vs. Abercrombie & amp; Fitch Co. completed. Abercrombie & amp; Fitch Co. acknowledge that they should not ask their California customers for personal identification information during credit card refund transactions. Customers who requested this information during June 9, 2005 to May 31, 2007 are eligible to receive a gift card. Since completion, A & amp; F Co. stop requesting this information for a refund of the purchase for which the credit card has been used.

Religious discrimination

A & amp; F was charged with discriminating against an employee at the California Hollister Co. store. who was criticized for wearing the hijab veil. The Muslim student was hired in an interview where she was wearing the hijab as well. The interviewer told him that he could only wear it in gray, navy, and white, but was told by the District Manager to remove it during the working day. The Council on American-Islamic Relations filed against Abercrombie & amp; Fitch on February 23 with the Federal Employment Equal Employment Commission. A & amp; F had previously received a complaint in September 2009 over the same circumstances occurred in Oklahoma.

Wheelchair access

In August 2011, Judge Wiley Daniel of the United States District Court for the District of Colorado ruled that two Hollister stores in the state were incompatible with the Americans with Disabilities Act (ADA) due to the fact they had entrances such as terraces containing customer's temporary measures in a wheelchair must access the store through an automatic side door rather than the main entrance.

In 2012, the case expanded into a national class action suit. In March 2013, Judge Daniel decided to support the plaintiffs, discovering that nationally, 248 out of 483 Hollister stores - all of them, the US Department of Justice showed to the court, built many years after the ADA was enacted - had entrances in violation of the ADA. He ordered companies and disabled rights activists to come to an agreement on the specific words of the order that required Hollister to flatten his entrances, install wheelchair ramps, or create decorative elevated entrances and make all customers use side entrances. Until May 2013, both parties have not reached an agreement. In August 2013, Hollister Co., and its parent company Abercrombie & amp; Fitch was ordered by a Colorado judge to request 248 stores with a "porch entrance", which includes stairs, to be redesigned to include wheelchair access or to remove stairs altogether. Hollister will start renovating the shops into a more modern look, similar to Abercrombie & amp; Fitch's shop layout by end of 2013. The new entrance does not include steps.

Systematic search of employees

In Kassel district court, Germany, Hollister and his council of Germany negotiated an agreement to stop the systematic search of all employees. The deal allows employees to roll the dice, and who gets four ransacked.

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Controversy

Havassy fake surfboards

In 2005, Hollister Co. created an unauthorized 360 replica of a Robb Havassy surfboard signed for use as a decoration in their store. After the trial, Havassy collected an undisclosed amount of money for damage from Hollister. In his book, Havassy writes about the incident "It's about how fun to be a surfer - and how billion dollar companies put their hands on it.

Red Poppy

In November 2010, an assistant manager at WestQuay, the Southampton branch, prevented an employee, Harriet Phipps, wearing the Red Poppy, which was used as part of the Commemoration of the Armistice Day in the United Kingdom every November. The Abercrombie & amp; Fitch's reasons for refusal have been reported that poppies are not considered part of the approved company uniform, and are therefore prohibited. The dispute attracted media interest, with Phipps appearing on ITV1's breakfast program, Daybreak, The Daily Mail and other newspapers, as well as on BBC News's televised broadcast on November 8, 2010.

Archie Parson, secretary for the Southampton Legion of the British Empire, said: "I just hope the shop reconsiders its decision and a compromise can be done because it seems a bit insensitive not to support our troops risking their lives."

After the complaint, many of Hollister's Facebook pages, Hollister posted an update on their page stating:

Photo rasis

In August 2012, Hollister opened a shop in South Korea and flew several male models to promote it. One model takes a picture of herself there with the face of "narrow eyes", and another model gives the middle finger to the camera.

Breastfeeding

In January 2013, a woman who was breastfeeding at a Hollister store in Houston was told by a manager that she could not breastfeed and had to move. As a result, supporters organized a national "nurse-in" at the Hollister site where they would breast-feed in stores.

A group of women who were breastfeeding at Hollister at Concord Mall in Wilmington, Delaware, were confronted with mall security and told to leave. This increased to a controversy involving a Facebook page mall.

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References

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External links

• Official website (SoCal.Clothing)

Source of the article : Wikipedia