Hollister lightens up with new look

Teen apparel retailer Hollister is rolling out a whole new look to U.S. stores in an effort to break away from the dark days of its past, both in terms of the physical store and the declining sales and eroding brand equity.

The Abercrombie & Fitch-owned (NYSE:ANF) brand tested the concept in 2015, first in a single store and later in 15 locations, according to Women's Wear Daily. This year, roughly 60 U.S. stores will be remodeled to reflect the new look before rolling out across the remaining U.S. and international locations.

Gone is the beach hut theme and dim lighting. The storefront is now clear glass, the aisles wider, and more merchandise is being placed on tables to create a more open format with better sightlines from front to back.

There are also fewer promotions, a trend among retailers today - Macy's recently announced it was reducing coupons and sales. Still it's too early to know if shoppers will respond positively to a scaled-back promotion schedule, particularly as fast-fashion retailers H&M and Zara continue to expand in the U.S. H&M plans to double its store base in the next few years as teen retailer Aeropostale looks for a buyer.

For more:
- see this Women's Wear Daily story (tiered subscription)

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