Published by MBA Skool Team, Last Updated: December 23, 2018
Marketing Strategy of Hollister analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Hollister marketing mix, help the brand succeed.
Hollister marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Hollister Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Hollister Product Strategy:
The product strategy and mix in Hollister marketing strategy can be explained as follows:
Hollister is one of the very popular apparel and clothing brand in the world. Hollister doesn't only concentrate on apparel but on other accessories as well making the product portfolio in following categories. Some of the wide range of offerings in its marketing mix product portfolio is:
• Coats & Jackets
• Lounge & Sleepwear
• Accessories like bracelets, eye mask, bag, beanie etc.
Hollister clearly knows how to excite the pulse of the millennial and so they have released collections keeping pace with the latest trends and the seasons.
Hollister Price/Pricing Strategy:
Below is the pricing strategy in Hollister marketing strategy:
Hollister is known for its value for money-based pricing policy and hence provides good quality and trendy product.
They aim at millennial who have disposable income or belong from affluent backgrounds or can go an extra mile to shell few extra bucks to be in sync with the latest fashion trends. This ideology gets reflected in their marketing mix pricing strategy too. A good number of Hollister products are expensive when compared to other brands while many of them are quite competitive too. Basically, they charge based on product, style trend and demand keeping their competitor’s strategies in mind. While a hoodie may cost around 60 pounds their denim may go high up to 120 pounds.
Following is the distribution strategy in the Hollister marketing mix:
Hollister fashion brand boasts of the shopping experience it provides. Thus, they mainly focus on their own outlets and online channels to sell their products. They mainly focus on large cities in the country and tend to give a holistic shopping experience what they proudly call as the “Theatrical Shopping Experience”. There are more than 300 outlets of Hollister in USA & many stores all over the world.
The international market contributes to one-third of its total revenue.
Hollister Promotion & Advertising Strategy:
The promotional and advertising strategy in the Hollister marketing strategy is as follows:
When it comes to promotions, Hollister has done it differently. Earlier it used to have half nudity to attract the teens, but now as they are moving to target the exceptional 'young olds', they have started framing models fully covered. Also, Hollister always take their store employees in the advertisement which exemplifies the culture having trendy and classic collection and experience of the stores. Since they basically try to market an experience to their customers, they plan their events very strategically when it comes to store opening. They design their stores as parties, treat them as events and promote their brands. Again, in UK, they don’t promote much through conventional methods. Rather they rely on word of mouth marketing to achieve the same. On top of that, they have a very unique store design and provide a very unique shopping bags that act itself as a promotional material for their brands in many European as well as American countries. Hence this completes the Hollister marketing mix.
The Hollister brand is held by Abercrombie & Fitch Co. which is leading company for men, women and kids apparel and accessories. Hollister created to enhance the brand image of the parent brand, defines a carefree and liberating spirit style for the teen market with optimistic laid back California lifestyle. They include 1922 in many of their apparel lines as to commemorate the establishment of the Hollister market.
They aim to project themselves as a casual beach style apparel brand with a perfect blend of flawless finish and rugged outlook. Hollister is very particular about it’s authenticity and has been vocal in dealing with their counterfeit products in the market.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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