Nowadays, the question is no longer “Where is America?”, but “Where isn’t America?”. Any country you go to, any street you cross, any person you meet, there is always something related to the United States. How many of you do not own anything made by an American corporation? Do you possess an American item of clothing, a phone, a car? How many of you do not know anyone that has ever been to the USA? And everything is linked to this image of “American Dream”. America looks fantastic outwardly. Have a look at their MacDonald’s; the “small” quantity is equivalent to our “large”. Have a look at their corporations: compare Carrefour and Wal-Mart. Have a look at their clothes brands. Have a look at their prices. And now you can beg France to adopt some of these features.
It is worth considering some examples of the American success. It would be worthwhile to examine this young American Company, Hollister. On September 29th, Hollister opened its first store in France, in the CarréSénart Mall, near Paris. We witnessed the same pattern as during the opening of the first Abercrombie and Fitch store last May : shirtless models received hundreds of customers, all waiting to enter the wonderful 800m² store. The mall director stated: “Hollister is one of these must-have brand products of tomorrow’s fashion”.
What is Hollister?
In France, Hollister is less famous than its big brother, Abercrombie and Fitch, but in the USA it is ranked as the second most preferred clothing brand by young American people. Hollister belongs to the same group as Abercrombie. Like the latter, it is a lifestyle brand, which targets young people with a Californian surfing style of clothes.
Hollister establishes itself in malls where it differs from all other stores. Hollister stands out at first sight. A little shed by way of entrance is clearly visible when entering the mall, a nice smell emanates from the store, and from the very moment when the store opens, Hollister launches its own playlist, with deafening music taking up a huge list of surfer style tunes. Clothes are barely visible due to the strange spot lighting. The original inside décor shows leather armchairs, surfer magazines and huge surfing photographs. In short, any Hollister store you go to, you always feel like you are in California.
But what is even more interesting in Hollister than its original atmosphere, is the marketing policy, totally different from usual French brand names. Hollister uses a self-marketing technique: the store does not pay anything for advertisement, but the large screen-print of the brand name, or the flying seagull logo on the Hollister items of clothing that customers wear walking the streets, has already made the brand famous. The Hollister shopping bag that customers carry out after purchasing in the store produces the same effect. Hollister also uses a point of sale display. Sellers are recruited according to their physical appearance. And as soon as they are contracted, they must respect a strict dress code. They must wear Hollister style clothing which suits the selected looks displayed. To go along with Californian style, in summer as in winter, employees must wear flip flops!
Therefore, it is true, America has definitely gained the upper hand in French fashion. But will the success of Hollister be as strong as it is in the US? Because if you compare the French website and the American website, you will notice that the prices in euros are 20% to 40% higher than the prices in dollars. Typically French prices!
Marjorie Reversat
You’re right when you said that “Hollister is less famous than its big brother, Abercrombie and Fitch”, I didn’t know this brand myself, but I’m no recommendation as regards fashion… However, I know Abercrombie and Fitch and I can say, according to the way you described Hollister, that the two of them are really similar. The scent in the air we breathe, the music, the subdued light and atmosphere, not to forget shirtless models. When I discovered this store for the first time I totally loved it! This concept attracts a lot of people all over the world. In Milan, I was stunned of seeing mothers and daughters lined up to enter in the store as if they were going to attend a “Grease” musical. This phenomenon seems to have conquered the entire world and I think France is not going to make an exception! Anyway Marjorie, thanks for making me known Hollister in such a clear way.
ReplyDeleteLaura Balp
I am a big fan of Abercrombie and Hollister! I appreciate their range of garments both casual and elegant in a typical Californian style that I love so much!
ReplyDeleteI discovered Abercrombie and Fitchn during summer holidays in London and the atmosphere of the store immediately stunned me: subdued light and deafening music as if we were in a nightclub!
In the past, both famous brands used to be worn only by people who went to the USA or London for holidays or studies. So now if you want to be “in” again you will have to wear new brands that don’t have yet cross the Atlantic!
Another thing, if you are stunned by French prices, look at the asking prices in London, enough to put you off!
Mathilde Desmoulins-Colas
I totally agree with you. I am fond of Abercrombie and Hollister, but I am not glad at all they eventually opened their stores in France. As you said, now more and more people are going to wear Hollister clothing and it is not going to be a privilege anymore to wear this brand name. Therefore, you are right, I will have to find another brand name to keep myself original!
ReplyDeleteHowever, I am pretty sure there are already famous American brand names that I do not know yet but which are waiting for me across the ocean!
Concerning the prices, it is true that the prices of Abercrombie and Hollister clothing are much higher in England than they are in America, but it is still cheaper than it is in France. I think France has the highest prices concerning fashionable items of this kind.
Let's hope that they will shortly get affordable!
Marjorie Reversat