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-Style description: A super soft cardigan with classic cable-knit patterns and a crew neckline. Ribbed trims, full button closure, crew neckline. Easy Fit. Imported.Body:73% Polyester, 25% Recycled Polyester, 2% Elastane

Retail Price $44.95

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In Yahoo Finance report it stated that “Hollister continued its sequential acceleration to growth of 17% with better-than-expected summer and back-to-school selling.” This was based on Abercrombie & Fitch Co. Second Quarter Fiscal 2024 result (https://finance.yahoo.com/news/abercrombie-fitch-co-reports-second-113000634.html)

In an WWD article it talked about how Fran Horowitz the CEO of Abercrombie & Fitch was able to rebuild Abercrombie and Hollister by listening to the consumer. In the article it highlighted how Fran joined the company when it was doing poorly and she wanted to bring the brands back. She stated, “It was going to be a true opportunity to brand build and bring it back. I just felt they were two iconic brands that deserved to live again” Firstly she wanted to push for Abercrombie and Hollister to be 2 separate brands targeting different audiences and for the brands to not be associated with topless men and cologne. She pushed for more women's clothing and separated Hollister’s target consumer with kids ages 13-21 and Abercrombie with adults ages 23-40+. She started affiliate programs with social media influencers and this really helped push the brand out. She got rid of the button fly on jeans when she started hearing from customers that they do not like it. She also pushed for Abercrombie and Hollister to be more size inclusive. They started a franchise for women’s denim called Curve Love which now accounts for half of their business today. Furthermore she chose to focus on opening “smaller, smarter and more efficient” stores and closed down more than 120 stores to revamp their real estate. (https://wwd-com.libproxy.fitsuny.edu/fashion-news/sportswear/fran-horowitz-ceo-of-abercrombie-amp-fitch-amps-up-abercrombie-and-hollister-by-listening-closely-to-the-consumer-1235889262/)

Based on a BBC news article in 2023 a former Abercrombie model David Bradberry filed a lawsuit against Abercrombie & Fitch and previous CEO (1992-2014) Michael Jeffries for sex trafficking, rape and sexual assault. The lawsuit states that Michael would prey on young men who believed they were going to be the next Abercrombie model. If they wanted to level up in the casting process they will be drugged and coerced to participate in sexual acts with Michael and his partner Matthew Smith. It was required for them to sign NDA’s and after the sexual assault happened he would pay the models in cash. (https://cseinstitute.org/class-action-lawsuit-filed-against-abercrombie-fitch-for-sex-trafficking-venture/)

In June 2003, a lawsuit about discrimination in the workplace was filed against Abercrombie. It stated that Abercrombie refused to hire qualified minority applicants as brand representatives working on the sales floor. In rare cases when minorities were hired they were given positions like stock where they were kept out of the public eye. (https://www.naacpldf.org/case-issue/abercrombie-fitch-employment-discrimination/

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Based on Hollister's Website

Support: On the main page of the Hollister website, if you scroll down until the end you will be abble to find their support and help tools along with (About Us,Help, Subscribe, social media, Abercrombie and Fitch brands, and some methods of payment plans). Their support for the customer is really wide and easy to use down below the Help sign you can find customer help that if you click will take you exactly to that website, even the student discount page in the link under help, having these other websites link on their main page makes it easy for the customer. Also, you are gonna be able to purchase gift cards or use a gift card, as well as find your nearest Hollister store. Having these tools makes a practical website easy to navigate. The functionality of every tab that you can open from Hollister's social media access to careers within Hollister.

Loyalty program: Hollister has a loyalty program called “Hollister House of Rewards”, which not only works for Hollister itself but is also linked with the other brands within the Abercrombie and Fitch ink, they point out that you earn rewards even faster when you shop across all their brands. If you would like to join it would be free to do so and Hollister gives you a -$10 on a $40 or more purchase as becoming a new member. A benefit of being a house member its that you will get the scoop on newcomers, along with birthday gifts which l include, discounts and double points in your birthday month. Also you can earn cash back with every simple purchase.( $1=100 points)(12,500=$5 reward).  Eventually, you can unlock the gold state which gives you free shipping on all orders and a faster rewards system, the difference is that this one has a cost which is of $300 per calendar year.

﻿﻿Ease of navigation: Navigating through the Hollister website is effortless. Right at the top of the screen it gives you the option to shop womens or mens making it very easy to filter out what you aren't looking for. As well as at the top left of the page there are three lines that you can click and find some other options such (jeans, activewear, sale, purpose, mens and womens). Right next to these three lines is a heart icon where you can instantly find things that you have liked during your session. At the top right of the screen you can find the search icon where you can look up exactly what you’re looking for without any effort. After you’re done shopping and ready to check out you can find the bag icon right next to the search icon and will take you directly to the checkout where you can see all the items you have added to your cart. From there you fill out the rest of the checkout needs.

﻿﻿Sustainability: The Abercrombie & Fitch Company states that all their brands are “aiming to positively impact the communities it touches around the world and to implement programs and initiatives that build value for all stakeholders.” Followed by a statement saying they are in alignment with the UN’s sustainable development goals, working hard to address global challenges

Abercrombie & Fitch Co. Sustainability. https://corporate.abercrombie.com/sustainability/

﻿﻿DEIA/Community: The Abercrombie & Fitch Co., states that they work hard to ensure that everyone who enters the store feels respected and represented. Embracing diversity in every way to build a stronger community in every way they can. WIthin the company they have set four principles that are represented. Representation, “ Reflect the diversity of the communities we serve around the world.” Leadership, “Committed to an inclusive leadership team and board, representative of our workforce.” Learning, “Expand our training, learning and development to promote inclusion and belonging.” Lastly Equity, “ Drive equity across various aspects of Total Rewards.” Stated at the end of the page that they prohibit discrimination or harassment on any count. Expecting their suppliers and vendors to also follow these policies.

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Assortment of colors available: Navy Blue, light grey, and cloud white

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The Hollister website has a link to its different social media platforms which include TikTok, Instagram, Facebook, Pinterest, and YouTube. Checking across the different platforms they are not promoting on YouTube, Facebook, Pinterestrest. Those social media have no posts and the last post was in 2023 (facebook0, which means that they investing more marketing money on Instagram and TikTok. The way they assess each platform is really on point. Even though they dont post on other social media such as Facebook, Pinterest, and YouTube. Their most followed social media is Facebook which has around 11 Million followers we can assume that Facebook was their first social media considering the years Hollister is in the business it makes sense but also their other platform Instagram pretty close to the Facebook followers.

Hollister Tiktok page: On TikTok Hollister has around 519.9k followers and 8.9 Million likes, Scrolling through their page I see that they use a lot of trends that are around the platform such as mood boards of outfits, back-to-school essentials, ways on how to style their pieces and more. Another aspect that it's good to point out is their pin videos and playlist. In the pin videos, they have their best seller of the week, their school game-inspired outfits, and more college game pieces.  Also on the playlist, you will find a playlist for a product category as well as best sellers, and some concept playlists. They post pretty much daily and interact with the customers by reposting their tag videos of people wearing or commenting on their products. They showcase pretty much every category from men's, and women's, dresses, jeans, and shirts. Overall it seems that they invest time and money on showcasing most of their products and the way they do it its been pretty successful.

Hollister's Instagram page: Hollister has amassed around 4.9 million followers and has posted approximately 11,911 times on Instagram. The company maintains a consistent daily posting schedule on the platform, utilizing a mix of videos and reels for marketing purposes. Their content focuses on showcasing their clothing through stylish imagery, often reflecting current fashion trends that align with their collections, such as cottage style for women. Additionally, they feature other fashion trends like jersey shirts and flirty styles. Hollister also leverages Instagram to announce collaborations and upcoming releases.