Hollister

An offshoot of Abercrombie&Fitch, yet much more successful. This is because unlike A&E, Hollister was able to underprice their good somewhat to a level to compete with other contempories for poor suburban white girls like PINK and Forever 21. This is shown in their perpetual denim sale, slashing the original “$54.95” price tag to $25.

Another reason for their success (or “non-failure”) is their ability to service teenage girls without the cognizance of 2000s A&F popularity. Unlike A&F, Hollister made it into the next decade, and due to strategic distancing from A&F. A&F made its money servicing a preppy feeling with shirtless dudes, and women stopped buying into the hype. Hollister is much less obvious. Probably due to the terrible lighting providing a somewhat androgynous feel.

And lastly, Hollister still feels *kinda* cool. Hollister lacks the sweatshop-esque reputation of F21, And people rarely speak of them stealing clothing designs. Teenage girls care a little more, and kinda care about how they feel with cheap clothes. This is where Hollister swoops in. Hollister employs a sort of exclusive reputation from before they became discount retailers ~2006. The hardwood floors, the leather chairs all lend to a feeling of luxury. So, in sum Hollister creates an illusion of the cool and popular girl, without the price and without stigma.

But this will also fade.

Girl 1- Yass, betch, lets get out of Yonkers and get to the city! They have a Hollister, PINK and Forever all within walking distance!

Girl 2- Totally! They have a 50% sale on all of their jeans!

Girl 1- WOW! How lucky are we that such an affordable opportunity pops up when we get there! Fuck Forever, Hollister is where it’s at.