The goal of this paper is to provide a look at Hollister Co.’s marketing communications and determine whether they are effective in reaching my target demographic of young, male recent college graduates.
In order to do this, I will first provide a brief overview of the company and its history. Next, I will analyze Hollister’s marketing mix in terms of product, price, place, and promotion. Finally, I will give my personal assessment of the company’s marketing strategies and overall effectiveness.
Hollister Co. is an American lifestyle brand owned by Abercrombie & Fitch Co. The brand sells casual wear for men and women between the ages of 14 and 18. Hollister Co. was founded in 2000, and its first store opened in July of that year in Ohio. Since then, the brand has expanded rapidly, with over 500 stores open across the globe as of 2016.
Hollister’s marketing mix is heavily reliant on product and promotion. In terms of product, the brand offers a wide range of casual wear for both men and women. The clothing is designed to be fashionable and affordable, with most items costing between $20 and $60. Hollister also offer a loyalty program called “Club Cali”, which gives members access to exclusive discounts and events.
In terms of promotion, the brand heavily relies on advertising and social media. Hollister’s advertising is typically geared towards young people, and the company has partnered with celebrities such as Justin Bieber and Kendall Jenner in the past. The brand also has a strong presence on social media, with over 10 million followers on Instagram as of 2016.
Overall, I believe that Hollister Co.’s marketing mix is effective in targeting my demographic of young, male recent college graduates. The brand offers a wide range of fashionable and affordable clothing, and its loyalty program is a great way to keep customers engaged. Additionally, the company’s heavy reliance on advertising and social media is likely to be effective in reaching my demographic. While I do think that Hollister’s marketing mix is strong, I believe that the company could improve its overall effectiveness by focusing more on personalization and customer service.
The article will begin by describing Hollister and offering a brief company history, as well as addressing the difficulties in reaching out to customers like me who are different from the brand’s target group. After that, it’ll transition to discussing Hollister’s standing in the market and any unusual challenges the brand has overcome.
The paper will end with an examination and analysis of Hollister’s marketing strategies, discussing what aspects work well and which require improvement.
Hollister is an American lifestyle brand owned by Abercrombie & Fitch Co. The company was founded in 2000 and its headquarters are located in New Albany, Ohio. The first Hollister store opened in July 2001 at the Fashion Valley Mall in San Diego, California. As of February 2021, there are 951 Hollister stores worldwide.
The brand targets consumers aged 14-18 and markets itself as a SoCal lifestyle brand. This is reflected in the company’s advertising and store design, which mimics the architecture and style of a Californian beach town.
The paper will address the following characteristics regarding the company’s target audience: income, age, behaviors, emotions, occupations, and locations. The current marketing strategy of Hollister will be reconstructed using this document to focus on marketing goals, media platforms used to deliver the brand’s message, brand messaging, channel integration and tactics evaluation, and finally a recommendation for the plan’s improvement in relation to my consumer niche.
When it comes to income, Hollister is catering to those who are in the middle to upper class range. The prices of their clothes are not too expensive, but they are also not cheap enough that only those with a lot of money can afford them. As for age, Hollister’s target audience is teenagers and young adults. This is evident in their advertising and the types of clothes they sell. The behavior that Hollister is targeting is people who are looking for fashionable and stylish clothing. The emotions that they want to evoke in their customers are happiness and excitement. And finally, the occupation of their target market is students or people who have just entered the workforce.
The company’s target audience is evident in their advertising and the types of clothes they sell. The behavior that Hollister is targeting is people who are looking for fashionable and stylish clothing. The emotions that they want to evoke in their customers are happiness and excitement. And finally, the occupation of their target market is students or people who have just entered the workforce.
Hollister’s marketing plan currently consists of using various mediums to deliver their brand’s message to their target market. Some of these mediums include television commercials, print ads in magazines, billboards, and online ads. The brand’s messaging is all about having fun, being yourself, and living life to the fullest. This is evident in their commercials which show people having a good time and enjoying life. Hollister’s marketing tactics are well integrated across all of their channels. For example, their online ads will link to their website where customers can purchase items.
Overall, Hollister’s marketing plan is effective in reaching their target market. However, there are some areas that could be improved. One area that could be improved is the use of social media. Hollister has a strong presence on social media platforms such as Twitter and Facebook. However, they could be using these platforms more effectively to reach their target market.
For example, they could post more pictures and videos of their clothes being worn in everyday life situations. Another area that could be improved is the use of coupons and discounts. Hollister offers coupons and discounts on their website, but they could be doing more to promote these deals to their target market.
In conclusion, Hollister’s marketing plan is overall effective in reaching their target market. However, there are some areas that could be improved, such as the use of social media and coupons/discounts.