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All information presented here is the students opinions based on answering a particular brief.
Team Members:
Lauren Howell
Tzu Chiao (Esther) Hsu
Jemima Jones
Siying Li
Imogen Maxwell
Isobel Wild
Keywords
- Product & store innovation
- Brand Revamp/strong>
- Customer Alignment
Summary
The purpose of this project is to enhance Hollister’s value proposition by implementing future facing business strategies. Hollister was once a market leader in adolescent clothing, but due to not responding to the changing environment, a lack of innovation and not responding to consumer needs, Hollister has declined in popularity. Through an analysis of the global market and a TOWS analysis, it was noted that Hollister neglects key opportunities and restricts their market and products. Hollister has a Californian brand identity and recognize their target customer as 14-18 years old. This hugely restricts Hollister’s product sales as they have a niche product range, which was identified as being too summery for the UK’s climate, and a limited age demographic. The strategies provide recommendations for a product and brand revamp, consumer alignment, store innovation and a focus on sustainability and inclusivity, all of which are identified as pain points.