Brand Experience

I recently went into a Hollister clothing store for the first time on Friday. (NOTE* Hollister is not a brand that I felt spoke to me...like Abercrombie and Fitch. Sue me.) My girl forced me to go inside the store, mainly because she knew I had no interest in it. Of course, I had to go in, and I must admit, I was pleasantly surprised.

Once I stepped inside those heavy wooden doors, Hollister won a good 15 brand points from me. All for the experience their store offers. Once those doors closed, the rest of the mall disappeared. The dark painted walls were brightened by the walls of televisions showing calm beach scenes. The music was light and fun. Clothing was displayed in a very neat, yet plentiful manner. I could tell that Hollister went through great strides to build many walls and corridors to display all of the clothing options. I was thoroughly impressed.

While I walked around the store I struggled to think of any other store in the mall that came close to dramatically transporting the shopper to a different place. I couldn't think of any, not in that mall at least. You tell me the difference between walking into an Old Navy and a Gap. Banana Republic and Ralph Lauren. None as drastic as Hollister.

This is the type of brand experience that I think makes a difference. Simply because it's memorable.

"Oh Ed, it's not that serious! Why are you exaggerating so much?!" Because I finally saw another business who seems to get it. Starbucks ranks pretty high for being a business who offers a premium in-store experience unlike its competitors. I think Hollister is doing the same thing, but for clothing. Kudos.