Industry competitor Hollister is in the midst of trying to transform its struggling women’s business by adding more fashion to the mix and lowering prices in a bid to become more competitive with fast fashion and with other retailers at the mall.
I recently stumbled across these marketing images from Hollister, and was struck by how different they were compared to where the retailer used to be.
For years, Hollister has stuck to its merchandising philosophy of carrying basic product with lots of logos, even as their customer base grew more fashion savvy.
That is changing now, with the logo business, at least in the U.S., going down to practically nothing by spring, executives have said.
The company has also vowed to add third party brands to its stores.
It will be interesting to see if any industry brands decide to partner with the retailer, especially as the PacSun business continues to shrink for many brands.
Hollister operates 585 stores globally.
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