Hollister Co.

a desperate attempt for abercrombie and fitch to move the masses of high schoolers out of A & F and into a more appropriate store. Clothes are overpriced, but not as overpriced as A&F. Basic attempt to milk the brand name for brand conscious Gen Yers. Representing the largest existing Baby Boom, since their parents generation, at estimates of between 60 and 90 million, the gen Yers have huge purchasing power. especially since they have mainly disposable income since most are still in middle/high school and also have access to their parents income. However border Yers and Xers do not want to be grouped along with them. A&F represents the older Gen Yers and younger Gen Xers. The youngin's were putting off the older consumers, Hollister helped herd the younger kids in another direction therefore keeping the older kids loyal to A & F.

typical shoppers include kids with too much disposable income who are concerned with brand and image.

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