HOLLISTER CO.

'Hollister Co.' is a clothing brand specializing in California Surfer apparel based in California under the management of Abercrombie & Fitch. The first location was opened in 2000 at Easton Town Center in Columbus, Ohio.^[1][2] The company marked its expansion into Canada in January 2006, opening three Hollister Co. stores country that include two locations in Ontario at Sherway Gardens and Toronto Eaton centre and one in Edmonton, Alberta (west edmonton mall). Abercrombie & Fitch Co. announced the opening of a Hollister flagship store in New York City in Spring 2009.[1] Hollister Co. is one of the four current Abercrombie & Fitch brands that operate as separate retailers. The Hollister Co. brand is targeted towards high school students of ages 14 through 18.^[3] Although the brand was established in 2000, Hollister Co. puts forth the date of its establishment as being 1922, and uses the number 22 on many of its goods. Its logo is a seagull, much like Abercrombie & Fitch and American Eagle Outfitters are a moose and an eagle, respectively.

Contents

Trademark

Lawsuit

Loud music

References

Trademark

In May of 2002, Abercrombie & Fitch officials sent a letter to rival brand American Eagle Outfitters accusing the company of using the number "22" on baseball caps and graphic T-shirts to confuse consumers into thinking they were getting Hollister products. Specifically, the lawsuit charged American Eagle with trademark infringement and unfair competition, common law trade dress infringement, and deceptive trade practices. Abercrombie & Fitch asked the court to stop American Eagle from using the number, and award compensatory and punitive damages.^[4] Beginning September 23, 2007 select Hollister Co. stores will carry a limited line of personal care items such as soaps and lotions. These items will be launched in order to create brand awareness for A&F's newest concept chain, "GIlly Hicks", which is set to open in January 2008.

Lawsuit

In 2007, the lawsuit Morris vs. Abercrombie & Fitch, Co. was finally settled. A & F recognized that they should have not asked their California customers for personal identification information during credit card refund transactions. If the customers were asked this information during June 9, 2005 through May 31st, 2007, they may be part of the settlement and receive a $5.00 gift card.^[5]
Since the settlement, A&F stores have stopped asking for this information for returns on purchases a credit card had been used.

Loud music

The company policy is to play music at the 80-85 decibel level. One investigation measured the level of sound at 90 decibels. OSHA requires employers to provide ear protection to employees exposed to decibel levels 85 or over. A store manager said that there were complaints from customers, but that the volume was mandated by corporate policy.^[6]

References

1. Will a New Brand Lift Abercrombie?
2. Abercrombie & Fitch opens first Hollister Co. store
3. Four Iconic Brands, One Aspiration
4. Is there a catch in number 22? Clothing retailer says yes
5. http://www.hollisterco.com/hol/ca_class_notice.pdf
6. http://www.abc15.com/content/news/investigators/story.aspx?content_id=48f63d86-3c42-4840-a951-add54ccb16c8