Behind The Glass - Hollister “Surfer Dude” and “Betty” Store Greeters/Models at Hollister Fifth Avenue Flagship Store

Shirtless “surfer dude” and “Betty” store greeters behind the glass at the Hollister Fifth Avenue flagship store.

Making Waves: Hollister's Second Manhattan Store Opens on Fifth Avenue

video from walkingapple

Hollister opened its second Manhattan store on Fifth Avenue recently. In keeping with the SoCal lifestyle theme, the store's facade features a live video projection of the waves in Huntington Beach, California. The new space has 15,000 square feet, with two floors, a double-height glass storefront, 28-foot ceilings, and of course, shirtless "surfer dudes" and "Betty" store greeters. Hollister Co (HCO or Hollister) is an American lifestyle brand by Abercrombie and Fitch Co. The concept was originally designed to attract consumers aged 14-18 through its Southern California-inspired image and casual wear. The new store is located at 668 Fifth Avenue near 53rd Street.

"Dude" and "Betty" Store Greeters/Models of HOLLISTER in SOHO

They are store greeters of HOLLISTER in SOHO, located at 600 Broadway, between Prince and Houston Streets in Lower Manhattan. HOLLISTER Co (HCO or Hollister) is an American lifestyle brand by Abercrombie and Fitch Co. The concept was originally designed to attract consumers aged 14-18 through its Southern California-inspired image and casual wear.

Hollister California utilizes the technique of "walking self-marketing" or direct advertising. This is notably achieved through the large embroidery or screenprint of the brand's name, initials, fictional date of establishment and the flying seagull logo on the vast majority of their merchandise. The company has not employed media marketing to communicate its desired look and appeal. The brand's marketing images, including the shopping bag are sepia-toned for a "vintage effect."