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/

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