I actually went past the Hollister store in Sheffield yesterday and avoided going in like the plague. You see, I’d been in there before and found it to be one of the most awful shopping experiences of my life. You can’t tell what colour the clothes are, you bump into things and you can’t tell who or where the damn staff are.
From the outside it’s not much better. The place looks like a restaurant. I actually approached it for the first time with the intention of picking up a menu to find out what kind of food they served.
To be honest I think, for the most part people like it because they think they should. It’s “cool” right? Kind of “They’re all doing it in LA”… right? Not so much.
My comparison would be Apple. Their stores are okay but the products are an enigma. They’re ferociously expensive, comparitively under-spec and actively divert people from the current standard but they’re a massive success for, in the main, the same reason Hollister stores are. It’s as much an association to the brand as it is the brand itself despite the gaping flaws which, on their own, would bury a company. And that, it seems counts for a lot.
Look out for savings and income at the Hollister Outlet, in simple fact there are separates at the again of every single store where decrease hollister outlet priced products are stored.