3. HOLLISTER
o From: California
o Target Audience: 14-18 | Students
o Gender: Male and Female
o Style: Surfwear
o Price: 20-130 £
o Created by Abercrombie
o Storytelling – John M. Hollister: Adventurer from Laguna Beach
5. Products variety
o Hoodies – 60 £
o Outwear – 120 £
o Jeans – 30 £
o Shirts – 30 £
o T-shirts – 20 £
o Underwear – 10 £
o Pyjamas – 20 £
o Necklaces – 20 £
o Bracelets – 10 £
o Body care – 30 £
6. SWOT
o Strengths: Very theatrical, good value, shop online
o Weaknesses: Expensive for the young market
o Opportunities: Expand in to new countries (franchising)
o Threats: Other similar brands (very common design)
7. STORE ENVIRONMENT
o The shopping experience has many different
sensorial tools
Memorable smell
Vintage surf shop architecture
Beach atmosphere
Sea sound
Loud music
Dark light
Cozy and relaxed atmosphere
Display with ocean images
8.
9.
10. o From: New York
o Target Audience: 18-24 | Students
o Gender: Male and Female
Kids (online only)
o Style: Casual luxury
o Price: + 60 £
ABERCROMBIE & FITCH
12. Products variety
o Hoodies – 80 £
o Outwear – 120 £
o Jeans – 80 £
o Shirts – 60 £
o Underwear – 20 £
o Pyjamas – 90 £
o Necklaces – 50 £
o Bracelets – 30 £
o Body care – 60 £
13. Co-branding
o Wolrich (Winter clothes)
o Q Way (Winter clothes)
o Superga (Sneakers)
o Plush (Tights)
o Sugarlips (Tanks)
o …
14. SWOT
o Strenghts: Very strong brand name worldwide despite of common
design
o Weaknesses: Problem from fake imitations; allegations for things
like discrimination against costumers (sizes)
o Opportunities: Expand in to the new countries (franchising)
o Threats: Other similar brands with much lower prices
15. STORE ENVIRONMENT
o The shopping experience has many different
sensorial tools
Memorable smell
Big city atmosphere
Adventure lifestyle
Loud music
Very strong visual merchandising
Elegant deco
o Stereotyped personality ( the romantic, the
socialite, the life of the party, best friend)