The highly publicized Hollister store that opened up at Broadway and Houston streets last month has not yet made good on its promise of "epic"-ness to the public. In fact, the retail chain thats basically just a facsimile of parent company Abercrombie & Fitch is quickly becoming the unpopular new kid on the block.
Reps for A&F started to put out word on the store months ago, in hoping to secure some serious retail hype. The entire company has been suffering through its fair share of recession-based troubles, and even had to close down another one offshoot brand, Ruehl. But the promise of a Hollister store was enough to keep the chiseled A7F models from putting their shirts back on and reps for the company seemed to be having a grand time describing the upcoming space as the "Epic Hollister Store." They even went so far as to fly in employees from other Hollister locations around the country to the Manhattan opening, claiming they were put there to "support" the brand's opening day. What the media saw was a seemingly staged marketing gig, to make the store look more crowded with people who all happened to wearing the same type of shirt. That coupled with the awkwardly nautical theme of the store's layout was enough to get fashion media skeptical.
Now it seems the neighborhood itself is lashing out against the brand, with Soho residents seeming less than thrilled of the brand's widely publicized arrival. A "Go Home Hollister" banner appeared this week, unrolled from a fifth-floor balcony across the street from the surf-style shop. What's next, tomatoes and TP? Despite our better judgments, we're actually a little excited to see how this might pan out.
Article Source: newyorkmag
Photo Source: curbed.com
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