I went to University Mall today and went to Hollister Co. I usually don't go there, because it's not really my style, but I have been in there a few times to get gifts for my little brother and sister who love it. As I got near the store, I could already smell it. The smell of Hollister can be smelled half way down the mall. I walked into the store and browsed around for a while noticing the dim lighting, loud music, the smell. Almost every rack and/or shelf in the store is a dark wood. The mannequins are dressed like they just came from the beach and so are the people who work there. The employees have ripped jeans, flip flops and a polo on. Some of the girls were wearing tank tops. Hollister tries to appeal to the "surfer" college/high school students. In the store they also have a television monitor of a live beach in California. Although this made me want to be on the beach, I didn't want to buy any of their over priced clothes. Hollister tries to appeal to high school and college students that want to be "preppie."
My impression of the store hasn't changed since the last time I was in there. It's still not my style and I doubt I will be buying anything from there for myself anytime soon.
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If you look at their website you'll see a dark layout too. To create the mood here holister uses terms like Betty (A cool kind of girl, teens in aussie use this word to describe girls. Their generally laid back surfer chicks who just chill out)They also use Surfer dude which is common.
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