The American clothing brand Hollister has a cult teenage following across the US and last week launched its first store in New York. The company aims to draw in the 14-18 crowd with impossibly attractive sales staff, beach-hut style interiors and pumping music. We sent two teenagers, Kitty and Flora, to check out the giant Big Apple store and assess whether they left wanting a new wardrobe.
You might think that any retailer targeting teenagers would be onto a loser. After all, what self-respecting teen wants to be honey trapped so easily? But we have to admit it’s hard to resist the full power of Hollister’s allure.
For those unacquainted with one of Hollister’s four European outposts - in the Westfield shopping mall in London’s Shepherd’s Bush - the brand is a little sister (est. 2000) to Abercrombie and Fitch. Like Abercrombie, it sells super soft t-shirts and jogging pants, comfy checked lumberjack shirts and jeans in about a billion different washes. So far so nice, but somehow we could never quite understand why, alone of all the shops at Westfield (apart from the similarly reassuring but not exactly stylish Ugg store) it always has queues outside. Maybe it’s because it looks different from anything else in the UK. Clad outside in clapboard it looks a California beach hut that has accidentally crash landed in W12. Or maybe it’s just because the British like to queue.
Maybe Americans do too. Because here we are in New York, sussing out the shopping ops for teens (Topshop is sooo expensive here and somehow lacks the cool vibe of our beloved Oxford Circus branch, or maybe we’re biased) and as part of our mission we’re visiting the new Hollister store.
And yes, there’s a queue of teenagers outside waiting for it to open. It’s not just new (brand new in fact, we were there last Thursday 16th July, the day it opened), it’s the first Hollister in NYC, even though there are hundreds across America. And not just the first, but what they call an Epic - or in normal speak, a flagship. And it is HUGE. At 40,000 square feet it’s like a mini department store - it’s a pretty cool, typical New York-style building on Broadway and Houston, slap in the middle of SoHo. It must have a preservation order on it, because there’s none of Hollister’s usual clapboard cladding.
We arrived early at the store before opening, to see a group of Hollister staff waiting on the corner in the uniform Hollister chequered shirts and mini mini-shorts. Even the guy in the ice cream vending machine outside is wearing a Hollister t-shirt. You could feel the excitement. Apparently thousands of teens had applied for a job here, and of course the chosen few all look gorgeous. Flanking the entrance are two topless boys, there to create ambience, with pecs to make Zac Ephron weep.
Actually most of the staff it turns out are there to create ambience. They’re even referred to as models, rather than sales staff. That maybe because none of them knows where anything is. We decided this was a deliberate policy to give customers an “opportunity to browse”. Doesn’t that seriously frustrate the customer? Yes if you’re coming in a hurry to buy something specific (in which case, don’t come; buy it online instead). But if you’re coming for shopping as an experience then it’s really pretty enjoyable.
Another word of advice: don’t allow yourself to feel insecure or wound up by the all the beautiful staff. They’re actually pretty nice and repeatedly great you with “heywozz’up?” (perhaps they were trying to say hello and asking us how we were). Ok, people always say the American Have a Nice Day attitude is insincere, but we prefer that (and the equivalent heywozz’up) to sincere grumpiness.
Mind you, half the time it’s hard to distinguish shoppers from the Hollister staff. The queue of young people taking a day out of their summer holidays to explore the new store were all already dressed in the exact same outfits of the staff.
Inside, the store is pretty amazing. It’s on four floors, although of course they’re not referred to as floors. The basement is below the pier, ground is on the pier and so on. The “pier” referred to is a real one in California and there are giant screens everywhere with live feed from the beach by the pier. When you go to pay for your clothes, there’s another huge screen behind the cash registers - time it right and you’ll see surfers heading out of the screen straight towards you.
The store is divided into tons of different rooms, including one dedicated to Hollister perfumes that looks like an old Parisian shop. The latest Hollister scent by the way is called - wait for it - Epic, they must pump it out of the vents because we can smell it everywhere. Not that the rooms are called rooms. In true Hollister style, the girls’ rooms are called cottages. The boy’s rooms are called shacks. Oh and boys are referred to as dudes. Girls are Bettys. And the store itself is gorgeous, with vast funky chandeliers, dark panelling, loads of vintage-y looking armchairs to rest your weary limbs on - and everywhere you look, those gorgeous Hollister models dancing around and asking you “heywozz’up”.
But what about the clothes? We have to be honest and admit that being Topshop devotees, we’d pigeon holed Hollister as a bit preppy. Nice, but more for slouching around in that anything more serious. But the Epic has got tons of different stuff, some of it exclusive to this store and definitely more fashionable than the tourist-fodder Hollister emblazoned t-shirts. Obviously you find yourself picking up loads items you weren’t expecting to find and didn’t think Hollister was capable of: beautiful blazers, an entire room of really cute bikinis (when the rest of New York had sold out and stupidly moved onto winter stuff, even though it’s still July), great belts and fab shirts. They are proof that you can look cool and up to date in a Hollister outfit and put together something individual. Hollister has definitely upped the ante - but budget alert, it’s hardly dirt cheap. H&M this isn’t .
On the other hand, there’s a huge amount of attention to detail. The roar of soft rock may drive your parents crazy and the staff’s interesting approach to help takes some getting used to, but it makes for a shopping experience unlike any other we’ve come across anywhere. We’ll definitely be back. We hope. And we hope that other brands wishing to sell to teenagers take a leaf out of Hollister’s book and make their shops more exciting. It’s time to put the fun back into shopping.
The new Epic Hollister is on Broadway and Houston