I am not in the right demographic for Hollister - part of the fashionable Abercrombie & Fitch brand. However I do take pleasure shopping here. To a point.
First the building on Edinburgh's George Street is eye catching. All the windows are displaying a looped display of a beach and waves.
This is a wonderful feature when it is a little darker outside and yes they don't switch it off after closing.
The entrance has a comfy chair with a lampshade. Something that doesn't look amiss in a colonial living room. Once inside and you are plunged into darkness. The walls are displaying the same waves and beach scenery as the outside. There are 'palm trees' dotted around the place. The ceiling has many individual spots rigged to create a setting sun shining through. The scent they pump in is orange blossom and lime. All very atmospheric and well thought out.
The clothes are displayed as you would in any other clothes store but all stands are dark wood. It felt like stepping into a tropical forest.
Why do I elaborate on this? well it is because you cannot escape this at all.
As I said the fashion is not for me, their main demographic is pre-teen to early 20's - lots of bright coloured soft fabrics, flimsy vests, hoodies and joggers. (for both men and women)
On entry you will be welcomed by an attractive Abercrombie modelesque sales assistant. of which many clones walk around the store. In bare back t-shirts, midriff showing vests and hot pants on their snake hips. They are the perfect models to show off the clothing sold in store and function as such.
The store is big, but the passage ways are slim - single file and cramped.
The leaves of the palm trees kept hitting me in the face. And due to the darkness I kept hitting myself on corners of the display tables.
I came away with no clothing, but many bruises and a sense of feeling very old..
Not my store, but looking at the girls and boys shopping here it definitely was theirs! read more