False Authenticity - Background on Hollister

Notice "1922"...

Hollister was established in 2000 by Mike Jeffries. Jeffries created a back story to try to make the brand seem more authentic. Hollister was founded in 1922 by J.M. Hollister.

"The concept for Hollister was built around a fictional background story created by Jeffries (Shown here) to provide a more “authentic” atmosphere for the Hollister shopper. The fictitious story claims J.M. Hollister founded the company in 1922 as a “Pacific merchant in SoCal.” On its Web site, the company defines itself as “Inspired by the sun-drenched spirit of California, and the surf and soul of the Pacific Ocean, Hollister is a laid-back, aspirational lifestyle destination.” In reality, it was launched in 2000 out of Columbus, Ohio by Abercrombie & Fitch, which was struggling at the time to reach a younger customer."

- http://business.transworld.net/8642/features/how-hollister-co-stole-surf-eight-years-after-abercrombie-fitch-invaded-the-surf-market-what-can-be-done-to-defend-against-them/

This article on a business news website describes how Hollister has attracted the attention of mainstream consumers and is threatening the surf industry with its false authenticity. This could be potentially biased in the aim of making an interesting story. However, it does have a backstory of Hollister and there are facts to support the story.

"Much of the store’s success is credited to its in-store experience; Hollister has invested millions into providing a “SoCal surf” atmosphere to both the interior and exterior design of its stores. The stores are meant to look like beach shacks. The interior is dimly lit with spotlights above the merchandise, and divided into two sections: “Dudes” and “Betties.” The company spent ten million dollars in 2007 outfitting its stores with flat screen TVs that play a live feed of the surf conditions at Huntington Beach pier. Stores are scented with the company’s signature SoCal fragrance, and there’s a corporate policy in place to play a controlled mix of licensed music—available for purchase at the register, of course—between 80-85 decibels. (OSHA requires employers to provide ear protection to employees exposed to decibel levels 90 and over.) In the middle of the store there’s a lounge area with chairs, surf magazines, and potted palm trees."

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http://hcohounds.tumblr.com/post/276422881

This site has a little background on Hollister. As it is a Tumblr page I would need to check back the facts with a stronger source but it is a useful summary.