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Abercrombie & Fitch Co. brand
Hollister Co.
Type	Subsidiary
Establishment	1922 (fictitious) July 2000 (actual)
Headquarters	Abercrombie & Fitch Co. 6301 Fitch Path New Albany, Ohio 43054 1-866-681-3115
Key People	John Hollister, Fictitious Founder Michael S. Jeffries, Chairman & CEO
Apparel Type	Preppie California Cool Lifestyle Apparel[1]
Initials	HCO
Logo	Flying Seagull
Theme	California Surfshack[1]
Color scheme	Sepia
Consumer Age	Dudes and Bettys, 11 through 14, 14 through 18
Areas Served	United States  Canada
Store Locations	427[2]
Website	www.hollisterco.com

Hollister Co.,lifestyle brand from parent Abercrombie & Fitch.^[3] Themed as West Coast surfshack with an accompanying vibe of sexy, laid-back attitude, Hollister is the destination for consumers Dudes and Bettys aged 14 through 18.^[1] Inspired by a life near the beach, Hollister produces colorful preppie California Cool apparel of casual wear and sportswear, all carrying the number "22" and/or its logo, the flying Seagull. Hollister goods are sold instore and on its e-commerce address.^[4]

Opened in 2000, the brand now operates 424 stores nationwide and three stores in Canada. Its first ever flagship is to open doors Spring 2009. Although established in 2000, Hollister brings forth its date of establishment as 1922. The brand has rated No.1 for four consecutive seasons as teens' Top Clothing Brand in a study run by US Bancorp Piper Jaffray.^[1]

Contents 1 History and identity 2 Hollister Co. Today 2.1 Stores Management and Expansion 2.2 Goods and marketing 3 The future of Hollister Co. 3.1 Canadian expansion 3.1.1 Hollister Co. flagship 4 California privacy lawsuit 5 References

Note: The "Company" is a reference to "Abercrombie & Fitch Co.", not to "Hollister Co." which is referenced by its name. Abercrombie & Fitch released Hollister Co. with the opening of its first store July 2000 at Natick Mall in Natick, Massachusetts.^[5][6] After its opening, the Company (A&F Co.) began to notice what is referred to as a cannibal-effect on the A&F brand (situation in which a company's new brand begins to "eat-up" the initial company's brand's revenue). As a result, the Company began utilizing higher-grade materials and construction in the A&F brand, thus raising prices as a result, to provide more of a distinction between the two stores. Furthermore, the Company established strategies to limit the intrusion of Hollister into key A&F markets. Nonetheless, the brand brought forth a new look in the Company, bringing forth a vibe appealing to younger clientèle. This new and original theme caught attention and became a most popular brand, specially within its targeted consumer, high school students. Hollister Co. became recognized for its cool, California surfing identity represented through its visually appealing stores designed as surf shacks with shutters and palm trees, and an ambient atmospheric interior.

In May of 2002, Abercrombie & Fitch officials sent a letter to rival brand American Eagle Outfitters accusing the company of using the number "22" on baseball caps and graphic T-shirts to confuse consumers into thinking they were getting Hollister products. Specifically, the lawsuit charged American Eagle with trademark infringement and unfair competition, common law trade dress infringement, and deceptive trade practices. Abercrombie & Fitch asked the court to stop American Eagle from using the number, and award compensatory and punitive damages.^[7]

By March 24, 2006, HCO discontinued its rewards program, Club Cali. Since October 2, 2007, 100 HCO stores have begun to promote Abercrombie & Fitch, Inc's upcoming brand, Gilly Hicks, through a variety of "body care" items items including body sprays, deodorant, soaps, lotions, and lip care called "Betty's Body", opening January 2008.

Hollister stores aim for a cool, beach shack feel to them. The stores, designed as surf shacks are recognized by their exterior of shuttered windows, brown walls, and teal boardwalk which leads into the store. Within, the customer comes across an ambient atmospheric interior dimly lit with the noise of loud music and the lingering aroma of the HCO signature fragrance, So Cal. It is store policy to spray cologne every thirty minutes, a technique practiced in every Abercrombie & Fitch Co. brands' store.^{[citation needed]} Initially, the stores are divided into "Dudes" (boys)" and "Bettys" (girls) sections. Beyond is found a main lounge with surfboards all around and chairs with blankets and magazines next to them. The apparel is neatly kept folded, stocked, and in order within built-in shelves and wooden tables. The cash wrap contains CD's and magazines on display for sell. Recently, Hollister stores installed large TVs in their cashwrap loungeroom were customers may view actual live footage of Surf City taking place at spot.

Hollister also displays specificity and uniqueness in its employee recruitment. Managers are constantly on the lookout for "models," previously known as brand representatives, to work in their stores and display the Hollister look/lifestyle. In hiring these attractive employees, teenagers find themselves drawn into the allure of store, desiring to imitate the appearance of these "models".

Stores are managed in a similar way to Abercrombie & Fitch brand stores. A&F Company store management strictly regulates the stores environment in an effort to provide a more consistent, pleasurable experience for customers in a manner that can be replicated in each store - this gives everyone in different areas the equality of experiencing the lifestyle without any unfair alterations. Management specifies painstakingly detailed dim lighting, layout, visual displays, marketing, and fixtures to be used in every store. Factors such as visual representation, music, and fragrance are not left to chance. Fun yet sensual pictures of marketing models are hung on walls throughout, sprays of their signature "Jake" cologne linger often, and blasting punk/rock music from popular young artists play in the background - this over all gives a great sensory experience and defines the brand itself.

Hollister Co. stores are notorious (like its Abercrombie & Fitch parent) for its blasting punk/rock music played instore throughout. The company policy is to play the music at the 80-85 decibel level. One investigation measured the level of sound at 90 decibels. OSHA requires employers to provide ear protection to employees exposed to decibel levels 85 or over. A store manager in a particular Hollister store stated that there were complaints from customers, but that the volume was mandated by corporate policy. This loud music is appealing to many teenagers and encourages them to go in and look around.^[8]

As of now, Abercrombie & Fitch Co. operates a total of 424 Hollister Co. stores nationwide the United States and three in Canada. It ranks as the brand with the most stores in count, followed by Abercrombie & Fitch (362), abercrombie (198), and RUEHL No.925 (20). The stores are also noticeably much smaller, darker, and crowed than Abercrombie & Fitch stores

The brand is heavily marketed with an aged West Coast surfing look. Marketing Campaign pictures are digitally altered to look as worn-out, sun washed, pictures in Sepia tone. Only physically attractive models are photographed, poised in mostly fun teenage poses and carrying "sexy smiles". The collection of photos for every season also contains sensual pictures and male models often pose shirtless, about to remove a clothing article, or simply with unbottoned shirts exposing their bare muscular chests. Merchandise from Hollister carries trademarks related to its theme: "Pacific Merchants", "SoCal", "California Trading Company", "HCO" and "22". The clothing in particular are given names of popular surfing destinations in California, such as their men's "Huntington Beach, Low Rise Jeans" and other types of upperwear (e.g. tee shirts, graphic shirts, ect.) carrying names like "Redondo Beach...California" and "Newport Harbor".

The collection of California Cool apparel for Hollister consists of graphic/humor T-Shirts, Classic Shirts, Jeans (regular and destroyed), demin skirts, outerwear, fleece, men's underwear, and a modest collection of fragrances, and flip-flops/treds. The merchandise worn by customers is "walking self-marketing", a careful and ingenious marketing technique.^[9] The clothing for both men and women often bear the brand's name and logo in big colorful arrays of designs and patterns.

The brand carries cologne "Drift", "Jake", "HCO22" and their latest "SoCal: Cologne". Their collection of women's perfume consists of "August", "Malaia", "Ryder", and their latest "SoCal: Perfume". Respectively, every cologne and perfume were released together ("Drift" with "August", "Jake" with "Malaia", ect.) and are designed to complement one another.

Often, merchandise is given sensual descriptions proclaiming them as "Sexy" and "Cool". Male's division is named "Dudes", while the female's is named "Bettys". Over all, the brand is marketed to look and feel as a sexy and laid-back.

This article or section contains information about scheduled or expected future events. It may contain tentative information; the content may change as the event approaches and more information becomes available.

See also: Abercrombie & Fitch#Brands' Expansion

Abercrombie & Fitch Co. marked its expansion into Canada mid-January 2006, two A&F brand stores and two Hollister Co. stores, one at Toronto Eaton Centre and another at Sherway Gardens. These stores were originally set to open before the end of 2005, however construction and planning issues pushed the opening of the stores to early 2006. As of now, locations include; Sherway Gardens in Ontario, Toronto Eaton Centre, and West Edmonton Mall in Edmonton, Alberta. More stores will be added within the coming years.

This article or section contains information about scheduled or expected future events. It may contain tentative information; the content may change as the event approaches and more information becomes available.

See also: SoHo

See also: Abercrombie & Fitch#Brands' Expansion

Abercrombie & Fitch Co. has announced the opening of a Hollister Co. flagship store coming soon in New York City by Spring 2009.^[1] The multi-leveled flaship will be located in the fashionable SoHo district on 600 Broadway at the southeast corner of Houston and Broadway. By opening the first Hollister flagship in New York's SoHo area, A&F Co. will be showcasing Hollister's laid-back "California Cool" lifestyle to both New Yorkers and visitors from around the world. Thomas D. Lennox (Vice President of Corporate Communications, Abercrombie & Fitch Co.), stated that the Company believes the flagship will be a "memorable and unique" experience to customers and an important step in the Hollister brand.^[1]

This opening will mark the first Hollister Co. / non-Abercrombie & Fitch brand flagship in the Company's history. As the Hollister brand continues broad recognition, Company strategy is to leverage Hollister's iconic status by expanding the brand. It anticipates for opportunities in opening future Hollister flagships on an international basis.^[1]

In 2007, the lawsuit Morris vs. Abercrombie & Fitch, Co. was finally settled. A&F recognized that they should have not asked their California customers for personal identification information during credit card refund transactions. If the customers were asked this information during June 9, 2005 through May 31, 2007, they may be part of the settlement and receive a $5.00 gift card.^[10] Since the settlement, A&F Co. stores have stopped asking for this information for returns on purchases for which a credit card had been used.

v • d • e Abercrombie & Fitch Co. Brands
Brands	Abercrombie & Fitch · abercrombie · Hollister Co. · RUEHL No.925 · Gilly Hicks
A&F People	David Abercrombie · Ezra Fitch · Mike Jeffries · Trubble
Other	A&F Quarterly · Limited Brands
Annual Revenue: $12.784 billion · Employees: 80,100  · Stock Symbol: NYSE: ANF