Acacia Bernier, Staff Writer
As Black Friday had just passed a few weeks ago, there were clothing brands that stood out on top for teenagers all around. PacSun, American Eagle, H&M, and, most importantly, Hollister.
You know the name- it’s effortless Californian style, mingled with the on-point clothing that just reeks of fast-fashion in the best way. However, it feels like deja vu, doesn’t it? The resurgence of Y2K trends- low-rise jeans, babydoll tops, the muted and neutral colors that say chic without trying. It was in the early 2000s that a certain fashion brand took this and made it their personality. In doing so, they captivated the American youth, and the brand meant more than the clothing.
It was an empire that was built on the illusion of exclusivity, but was in fact based on rotten discrimination. In the end, “the bigger they are, the harder they fall,” and this became the fate of A&F. Its fall from fame was initially recognizable, but at a certain point, the brand became a distant memory in the world of fast fashion. It was thought one would never see any more of the brand that “once was”.
Yet, it had its reincarnation through Hollister, its sister brand. While this may be a surprise to some, others may have noticed the eerie similarities. The designs, the quality, and the tremendous rise in popularity with the young people. It’s Abercrombie and Fitch all over again – right?
Well, Hollister has seemingly fixed all of the flaws that A&F had. No more discrimination scandals, no more failure at innovation, and no more exclusionary branding. Thus, its rise to fame was a calculated and strategic move on the part of the parent brand (Abercrombie and Fitch Co.). Use everything that worked with A&F, and get rid of everything that failed. Hollister has now captured and captivated Gen Z with its clothing, as Teen Vogue has even ranked the store as the “Best For Everyday.” Thus, from 2024 till now, it has catapulted in popularity as the brand strategically targets teenage customers by embracing Y2K trends and employing tactics to gauge what their buyers are looking for. Furthermore, its intentional marketing done particularly on TikTok and Instagram, allows for campaigns and partnerships with figures that the young people know and love. Finally, its affordability compared to that of its sister brand makes it the exact brand that can combine decent quality, on-trend designs, and prices that don’t break the bank account.
Hollister found the secret recipe to success, which couldn’t have been achieved without the infamous fall of Abercrombie and Fitch. However, only time will tell if this brand has enough adaptability and currency to continue being relevant, or if it will also accept the same fate as Abercrombie and Fitch once had.