Everybody who knows Hollister, know that their stores smell amazing! You don't even need to be in the store to be able to smell it, as soon as you walk past, you get that whiff of Hollister. They certainly make an effort to attract new and existing customers through their atmospherics, the interior and exterior of the store and store layout. Not to mention the topless Hollister models who are always at the entrance, there to greet the customers... again, another successful idea to draw them in.
Hollister is an American brand owned by Abercrombie and Fitch. Figure 1 is an photo taken by myself of the Hollister store on Fifth Avenue. Straight away you can see that it stands out. From top to bottom, instead of using window displays, they use screens that show a beach. It especially stands out at night time, as it is bright and visible from a distance.
Inside Hollister, it is very dark with few spotlights. For some, this is confusing as they don't understand how they are supposed to be able to see the products or where they are going, however, Hollister set the lighting low to create a club-like environment seen as though they tend to attract those aged between 14 and 18 years old (a lower target market than Abercrombie and Fitch because Hollister is a cheaper brand). They also play loud music throughout the store to add to the effect.
Figures 2 and 3 show the interior of part of a Hollister store. They also have the screens inside the store on a back wall, again showing a beach and they also have palm trees and different plants scattered around the store to not only create a club-like environment but also a summer holiday. Apart from the few spotlights and dimmed lamps around the store, there are lights on the stairs so customers know where they are stepping.
Figure 2: http://www.mensshop.hu/abercrombie-hollister-sztori
Figure 3: http://www.schimenti.com/projects/flagships/52
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