Time for Hollister to see the light?
Posted by Liana Gregorians on November 8, 2011
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At 23, it’s not often that I’m made to feel like a granny… the main exception? Stepping into any store owned by Abercrombie & Fitch. I’ll come out and say it – it’s too dark, it’s too loud, and I leave feeling like I need a lie down and a cup of tea. Hi Grandma.
But finally, I don’t feel so alone in my crocheted cocoon of protest – the shoppers of Birmingham have seen the light (excuse the pun), complaining that the Hollister store in the city’s Bullring centre is so dark that they simply can’t see the products, the prices, or even each other.
The Hollister store in Birmingham, West Midlands Photo: News Team International/ Mathew Growcoot
I can understand Hollister’s thought process. It’s a young, cool brand for young, cool teens, and the club-like atmosphere enhances the brand’s fiercely protected identity and personality. It’s a hang-out, a place to socialise, a place to be seen – it’s an experience.
But folks, lest we forget – it’s also a shop. When your brand personality begins to eclipse all semblance of practicality, you’re in danger of alienating the one thing even more precious than that painstakingly crafted positioning template – your consumers.
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