there's no surfing in ohio.
Here's a really engaging article about Hollister - and how they've basically 'stolen' the surf industry...from the surf industry. With branding.
Many don't know that Hollister is a product of Abercrombie. And that they're not an age old surf brand from California - but instead a manufactured story from the Abercrombie headquarters in Ohio.
What's weird is that Hollister really gets branding. And they've done a stellar job at creating, building and promoting a lifestyle brand to kids who now believe they're a legit surf brand. So much so, that they're eating sales away from the real surf brands - or the other chain retailers like Zumies and PacSun - who carry gear made by actual surf companies. They've made surf style popular with mainstream youth before the real surf brands could fully capitalize on it.
This is an interesting trend in retail. It used to be that indie brands could start with a fringe audience and grow into mainstream. Plenty of skateboarding, snowboarding and earlier surf brands have built their businesses on this. But now big business is watching - and they're getting adept at identifying a trend, and building a private-label brand to satisfy the need. They're doing this even better than the indie brand could, for a mainstream audience. Which will likely stunt future growth opportunities for independent brands.
If you're in branding, read the whole piece in TransWorld . If you're in the surf industry, get off the beach and start a campaign outing Hollister as "fake." It's a huge anti-brand opportunity waiting to happen. If you're a Hollister kid, don't worry. Keep shopping.
Labels: action sports, branding, retail, youthmarketing
posted by darryl ohrt @ 7:50 AM
5 comments
5 Comments:
<< Home
They have definitely mastered the marketing game, because all of the kids who shop there, feel authentic.
Luckily for my wallet neither of my kids want anything to do with Abercrombie or Hollister.