Hollister Co.: Integrated Marketing Communication Strategies Report

This report provides a comprehensive analysis of Hollister Co.'s integrated marketing communications. It begins with an executive summary and introduces Hollister Co., detailing its history and product offerings, which include clothing and accessories for men and women. The report identifies key competitors like American Eagle and analyzes their market positioning. It explores Hollister's communication goals, including both corporate and marketing objectives, and examines their strategies, such as push, pull, and profile strategies, as well as their use of social media. The report emphasizes the importance of integrated marketing communication resources and their role in enhancing brand value and customer relationships. It concludes with a discussion of the implementation, control, and evaluation of these strategies, highlighting their contribution to Hollister's competitive advantage and brand image.

Running Head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
Name of Student
Institution Affiliation

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Executive Summary
The objective of this report is to provide the capacity to gain an accurate and deep
understanding of Hollister Co.'s integrated marketing communications. This report introduces
Hollister Company as well as gives a brief background of the company. The report discusses the
types of products produced by Hollister Company and the methods used to advertise as well sale
their products. The study then identifies the Hollister Co. competitors who provide similar
products and what keeps them to exist in the aggressive market. The paper explains the different
communication goals as well as strategies of the Hollister organization. The report then discusses
the organization’s position in the market and the communication strategies the company
practices.

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Context Analysis
Hollister Company’s Brief History
Hollister is a lifestyle label owned by Abercrombie & Fitch Co. Hollister established its
first outlet on July 27, 2000, in Columbus Ohio. Hollister Co. functions as a subject company of
Abercrombie and Fitch Company. The company sales their products in several store chains in the
USA, Canada as well as the UK. Hollister’s target market is mostly teens in high education
levels and extends to the adults who are also their customers (Jiménez-Zarco, Martínez-Ruiz, &
Izquierdo-Yusta, 2015, p.2064).
Product Type
Hollister Company produces clothing as well as accessories for both men and women.
The products incorporate logo T-shirts, knitted garments, shirts, sweaters, denim, knickers, men’s
underpants, winter wear, pajamas, and gift cards, ornamental chains and strings, decorative
bands, caps, hats, neck and headscarf and tote bags. These products are sold online as well as
some chain outlets in the USA, Canada as well as the UK (Lawlor, Dunne, & Rowley, 2016,
p.2036).
Competitors
Hollister Company operates in a large industrial market. There exist various clothing
industries that offer similar products to Hollister's. The multiple distinct well-recognized clothing
outlets that are categorized in a related industry and are competitors of Hollister Company are
American Eagle Company, Reportable Company, Forever 21 Company, GAP Company, and Old
Navy Company. The American Eagle Company is among the principal competitors of Hollister.

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American Eagle Outfitters is a rare combination to Hollister Company as the brands are identical
and they evoke the same age bracket between 14-27 years. The two brands display their
trademark on nearly all of their clothing products. The logos are the main attraction of this
industry category. American Eagle Company sell their clothing products at a price that is much
fair than Hollister Company products. American Eagle Company produce merchandise from
quality materials and impressive just like Hollister's (Parente, & Strausbaugh-Hutchinson, 2014,
p.22).
Communication Goals and Positioning
Hollister Company advocates for open communication among its employees and its
consumers. Hollister Co. realizes that every individual has shared accountability in the
maintenance of the corporate reputation by all displaying honesty as well as integrity and
promoting a culture of an open impart or exchange of information either written or oral. Hollister
Co. aspires to establish an environment where all individuals feel confident to question and
discuss with each other (Fill, & Turnbull, 2016, p.60).
Corporate goals: Hollister Company states that they pledge to produce beautiful, durable
clothing as well as clothing products which provide physical ease and relaxation to its customers.
Hollister promises to expand a variety of their HRM on the entire organization. Cultural as well
as ethnic dissimilarities between the workers get settled through the company's internal culture.
Communication goals and positioning allow the administration to acknowledge their consumers,
as well as enlarge the sufficiency of the organization, improve employee's production and natural
aptitude and necessarily act on behalf of the setting circle and cultures where Hollister engage in
their business activities (Shank, & Lyberger, 2014, p.44).

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Marketing goals: Hollister's center of attention is on standardized world-class branded
products with a flattering remark on the casual elegant American lifestyle. Hollister Company
mostly targets the youth group. Due to Hollister brand portrayal of the youth, it gets admired by
both men and women across all age groups. The target group by the organization is the affluent
sector of the market and designs to appeal the up-market as well as the consumers who associate
with the desirable lifestyle of the company. Hollister Company has sunk money into its outlet
stores and brand ambassadors and gave publicity of the products and makes the targeted group
cherish the brand products (Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016, p.36).
Communication goals: Hollister Company has set good communication strategies to
help them in their marketing campaign. Hollister targets to reach a larger group of their target
market. Hollister’s central communication is through the use of social media. The Medias used
are Twitter, Instagram, Facebook, Snapchat as well as chose to participate in emails. It is
essential that Hollister Company makes adequate use of these platforms as the targeted youth
market categories frequently engage in them on a daily basis. Hollister has latterly stretched out
to the public via an anti-intimidation campaign in the United States (Blakeman, 2018, p.27).
3P’s of Communication Strategy
Push strategy: Hollister Company in the use of push strategy centers its attention to use
minimum or get their products to the customers without any advertisement. By use of this
technique, they can get customers through a personal sale. They manage this through trade shows
where the merchandise gets displayed for sale to potential outlets. The trade shows allow
distributors to gain more knowledge on the product line of Hollister Company. With the business
representatives, they engage in a product which more befits them and which merchandise they

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need to represent. Hollister uses this strategy as it operates in a market where there are many
substitutes (Kitchen, & Burgmann, 2015, p.38).
Pull strategy: Hollister Company uses pull strategy marketing attempts to attract
potential customers. They engage in the offering of lots of promotions. They provide offers for
customers to purchase the merchandise at a favorable rate. Hollister Company engages in social
activities as well as may offer free samples to individuals (Ali, Ilyas, & Abdul Rehman, 2016,
p.53).
Profile strategy: For the interest of Hollister Company, it is essential that the
organization maintain a good relationship with all of its stockholders. Hollister Company
implements profile strategy to establish consciousness, discernment, perspective as well as the
reputation of the organization. Hollister Company may use tools like a corporate advertisement,
public relations as well as product sponsorship (Bruhn, & Schnebelen, 2017, p.42).
Coordinated Communication Mix
Scheduling: Hollister's integrated marketing communications needs many attempts to
achieve various advantages. Coordinatedcreates, an aggressive dominance, increase sales as well
as financial gain at the same time preserves money, time as well as nervous tension — integrated
marketing communication at Hollister Company circles communication around consumers and
assists the customers to sail through the several phases of the buying process. Hollister Co. then
strengthens its reputation, creates communication and builds its connection with customers. This
type of marketing strengthens the relationship of allegiance with the customer that safeguards
them from the unavoidable aggression of competition. Integrated marketing communication in
Hollister enables the increase in profits by improved productiveness. Integrated marketing

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communication improves sales in Hollister Company by extending messages over various
communications tools to establish additional approaches customers to develop consciousness,
inspired as well as eventually, to make an acquisition (Valos et al. 2016, p.23).
Resources: Integrated marketing communication resources incorporate, direct marketing,
interactive, sales promotion, public relations, and personal selling. By Hollister Company
fostering integrated marketing communication resources that are honored by the whole brand,
they combine similar communication tools to strengthen each other as well as improve their
favorable outcome. Since all resources support similar communication as well as image, the
integrated communication at Hollister Company enhance their brand in advertising. Hollister
Company may establish an online awareness then use uninterrupted mail and email to observe
inquiries from the consciousness. Hollister would assist to turn prospects to probable customers
by giving confidence to individuals to contact them through the social media (Luxton, Reid, &
Mavondo, 2015, p.44).
Implementation, Control, and Evaluation
Hollister Company adopted integrated marketing communication to project a constant
message on their brand and merchandise to acquire competitive advantage as well as the brand
value of the organization. Integrated marketing communication has helped Hollister Company
since it has developed into an advantageous technique to reach various customers at the same
time creating good customer connections. Hollister Company integrates several integrated
marketing communication tools to establish brand value as well as get rid of probable conflicts.
By the full implementation of unified marketing communication, Hollister Company can attract
people's interests as well as information on the need for the prospects to adopt an uttermost
perception on the merchandises as well as the brand image. Integrated marketing communication

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enables more messages from distinct communication programs to jointly establish a consistent
company as well as brand image. Integrated marketing communication has served as a Hollister
Company's technical procedure that contributes to create brand value as well as influence the
perception of the customer towards the brand. Through the use of integrated marketing
communication, it has created efficiency in the establishment as well as the maintenance of
Hollister's brand image as well as the building of customer relationship Andrews, & Shimp,
2017, p.25).

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Reference
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