Points on Hollister Branding

• Hollister shop designed to look like a beach house. Attracts attention, is a talking point. Sells a lifestyle. The actual name Hollister is not big and loud like other traditional shop fronts, however the brand is very loud!

• Models work in store dressed as lifeguards. They are stereotypically good looking. They are there in front of you, there is no distance from the model like in a magazine ad. 

• Mannequins show what the clothes would look like on a human figure, of course this means the male mannequins in Hollister have sculpted bodies. 

• Use of the Dudes and Bettys and words such as "cool" and "epic." Words surfers may use, likely to attract the target age group. Very American. 
• Playing videos of the surfers in the shop - transports the viewers to this "cool paradise." If they are buying Hollister they are buying into this lifestyle.
• Carrier bags - people want to own the carrier bag to show people they fit in with the Hollister brand. They have bought items from the shop, the lifestyle applies to their aspirations, desires. The topless models on the carrier bag symbolise sexual attractiveness. When I walk around with this carrier bag, I am sexually attractive. I am desirable. The contents of the bag is irrelevant. Made from paper: authentic.
• Small entrance into the beach house shop.  Gives the impression of a VIP entrance, when you go inside you are entering a hyperreal space separated from the outside world. 
• Inside there are lamps and chairs and it is set up like a living room. The furniture again gives the impression of vintage pieces - a well established company. The lounge refers to a Lifestyle, the clothes are second to the set up in the shop. 
• They are entering a dark place. You can't see whats inside until you are actually inside. A sense of mystery. You want to go there and find out whats inside.