Hollister Co. is one of the lines under the Abercrombie & Fitch brand. It is designed to exhibit the essence of Southern California and targets young people ages 14 through 18.http://library.corporate-ir.net/library/61/617/61701/items/249197/Piper_June_2007.pdf http://www.bizjournals.com/columbus/stories/2000/07/24/daily25.html

The clothing is divided into sections titled "Dudes" and "Bettys" and they carry not only tops, bottoms, outerwear, swimwear, underwear, and dresses, but a line of cologne, accessories, and body care products.http://www.holllisterco.com

US Bancorp, Piper Jaffray, conducted a survey revealing the true measure of success for the Hollister brand. The results says most teenagers; both Dudes and Bettys, prefer donning the flying seagull Hollister logo over any other brand. Hollister has remained at the top of the list for a consecutive four years now.

As with all the A&F lines, Hollister has a background that is totally fictious. This background is referred to as the "brand identity". The backstory includes not only a fictional character, in this case, John M Hollister, but a summary of his life. The highlights of this story are listed here for reference.https://associate.anfcorp.com/anf/webdav/site/extranet/shared/docs/New%20Store%20Associate/Brand%20history.pdf

• John M. Hollister was said to be a man after excitement and adventure and very much a wanderer.
• Graduated from Yale in 1915
• He loved the outdoors
• Traveled by steamer ship to the Dutch West Indies in 1917 and purchased a rubber plantation
• Fell in love with Meta Van Gilder, the daughter of the man he purchased the plantation from
• Sold the plantation, bought a schooner and sailed the Pacific Ocean for two years with Meta
• They married in Los Angeles in 1919
• Son, John M Hollister Jr born 1920
• Established Hollister Co in 1922 in Laguna Beach, California
• It was a trading company selling imported goods from the South Pacific
• Taken over by John Jr in 1953
• Company changed with each family member - John Jr added surfing equipment and apparel
• Today considered a brand for those with a "lust for adventure"