Roberto Alvarado 1

Roberto Alvarado

COMM342-50

July 25, 2021

Essay #2: Unit 2 Mock Creative Brief.

Problem:

One of the biggest problems for the Hollister company when it comes to selling its

jeans is international shipping. They have suffered from bad reviews in the last few years

for lost merchandise for their customers and late refunds. A way to solve this problem is

being sought through better marketing campaigns and better customer service. Another

problem that the company has had since 2016, where it has seen economic losses due to

having a higher price compared to its competitions such as H&M, Forever 21 and American

Eagle (La Monica, P.R. 2016).

Target Audience:

Hollister is known to have an audience of teens ages 16-20 (Splitz, 2012). It has a

clientele very loyal to the brand and they face problems such as shipping or prices due to

the quality that the brand offers. In a small survey conducted with close friends, they told

me that Hollister is more than a brand for them, and that regardless of the prices they would

continue to consume the brand. The main idea of this campaign is through social and

commercial networks to make that sector feel special that has the economic opportunity to

consume the products and be sure that their products will arrive correctly anywhere in the

world.
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Consumer Insights:

The biggest consumer motivation for Hollister jeans is the quality of the product.

Beyond the price of the products these are very durable and in good style. The American

brand is characterized in a comfortable and beach style that other brands of the competition

do not give. A big difference is the women's pants, which are of a different lace and fit more

easily and comfortably than other brands. This gives consumers the assurance that even

as the years go by, you will always have the assurance of good quality and they end up

buying more Hollister brand jeans.

Brand Imperatives:

The product has a negative point that is controlled by this strategy, which is the price,

but even so it has a loyal clientele. As previously mentioned, what characterizes the brand

is the beach style of American life. Gray, red and blue colors that give comfort and

freshness (MBA Skool, 2018). Made with comfortable and recyclable materials, they are

sustainable and look good. The brand is ranked as the sixth best brand for young people

(Matousek, M & Hanbury, M 2018). This implies that people understand that they are

paying for a good product and they always come back.

Communication Objectives:

• Perception objectives: Increase the need to dress in the American style. That

every summer there is the need to buy Hollister pants to be fashionable and

comfortable.
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• Emotion/Affective objectives: The main thing is to reach loyal customers.

Slogans like "In fashion with Hollister" or "For better style you know where to

buy" create the need to belong to consume the products.

• Cognition objectives: The simplest thing, use the theme of the highest prices

in favor. Better price, more quality and thus manage to get the competition

out of the heads of consumers who at some point thought of changing. Quality

is rooted in price and the cheaper the less durable and there is nothing better

than a good pair of jeans that last a long time.

• Association objectives: Seeing the "H" or the Hollister seagull is quickly

associated with the need to update the closet with new Hollister jeans.

• Persuasion objectives: Use many surveys in the marketing strategy where

people give many positive feedbacks on the brand. That helps the reliability

of the brand.

• Behavior objectives: Coupons, discounts and more. If there are problems with

shipments, give courtesies so that customers are forced to remain associated

with the brand and forget the problem they experienced.

Proposition or selling idea:

Use the main idea of the brand. American lifestyle. This can be achieved by

capturing the attention of customers through campaigns of people looking comfortable in

various places such as beaches, rivers, lakes, mountains. Let you feel the need to always

use Hollister because it is for all times and in all places.

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Support:

Improve customer service. This creates a greater connection with the customer

knowing that their problems will be solved quickly. The main idea is to sell the idea that

errors in Hollister do not exist but that when they happen they will always have immediate

support for their solution.

Creative direction:

Social media is the key. The friendly and real tone is the best to get attention in this

campaign. Fresh colors will give sight to customers that being a privileged sector to be able

to consume the products. Always with funds from the city of California where the style of

jeans is inspired. Topics like "We know you're special and we're counting on you at

Hollsiter." Loyal customers will know that they are being talked about and will continue to

advise their close circle to consume the brand.

Media imperatives:

The best way is through social networks. Post on Instagram, Twitter, Facebook,

LinkedIn where young people spend more time and can see them easily and simply. Flyers

where the information is concrete and images that illustrate what the brand represents, the

comfort. Also, with advertising at bus stops, mall, and advertising signs where people see

it and remember that being that definitive circle of Hollister they feel the need to update

their closet.
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Work Cited

La Monica, Paul R. “¿Por Qué Los Jóvenes Ya No Compran Ropa En Abercrombie &
Fitch?” CNN, Cable News Network, 1 Sept. 2016,
cnnespanol.cnn.com/2016/09/01/por-que-los-jovenes-ya-no-compran-ropa-en-
abercrombie-fitch/.

Matousek, Mark, and Mary Hanbury. “These Are the 10 Clothing Brands That Teens Are
Obsessed With.” Business Insider, Business Insider, 2 July 2018,
www.businessinsider.com/teens-favorite-clothing-brands-2017-10.

Splitz, Thomas. “Hollister.” SlideShare, 26 Dec. 2012, es.slideshare.net/splitzz/hollister-

15765314?next_slideshow=1.

Team, MBA Skool. “Hollister Marketing Strategy: Marketing Mix of Hollister (4Ps).” MBA
Skool-Study.Learn.Share., MBA Skool, 23 Dec. 2018,
www.mbaskool.com/marketing-mix/products/17671-hollister.html.