Abercrombie’s sexy ad campaigns and half-dressed ‘models’ (salespeople) continue to be an irresistible combination for fashion conscious American teens with money to spend on the latest trendy gear. It has proved to be a highly successful marketing strategy, especially for the Abercrombie clothing brand Hollister. Hollister, with its cult teenage following across the US, launched its first store in New York. The company opened its doors with a great deal of hoopla, targeting the 14-18 age group. The razzmatazz included half dressed, insanely attractive ‘models’ (sales staff), beach-hut interior and loud rock ‘n roll. To add to the California beach hut vibe, there are Giant screens all over the place, pumping a live feed from the beach at a pier in California.
It will be hard for any red-blooded teenager to resist the full allure and raw onslaught of Hollister’s attractive fashionable vibe. The store itself is divided into different ‘rooms’ called shacks and cottages, including one that sells the Hollister brand of perfumes. The new Hollister fragrance is called Epic in honor of the NYC flagship store, and you can smell it everywhere.
The A&F Hollister Epic NY store sells the usual casual All-American sportswear so successfully marketed by Abercrombie and Fitch in the past: T-shirts, Abercrombie hoodies, jeans, shirts and sweaters, and a wide variety of fashionable clothing, some of it exclusive to the NY store and not available at any other store. Abercrombie & Fitch has definitely hit the mark with its NY Hollister Epic.