She said: 'I went to look somewhere else and I just couldn't find her when I turned around because it's so dark. I had to come out and phone her. Another mother, Linda Peach, added: 'When we go in I cling to my daughters and say, "don't lose me". Welder Nick Bull, 30, from Birmingham, said of Hollister in the Bullring shopping centre: 'I can't see the sizes, I can't see the prices, I can't see the till - I can't see the point.
Dark and mysterious: The Hollister store in Birmingham's Bullring shopping centre. Hollister customer Linda Peach said: 'When we go in I cling to my daughters and say, "don't lose me"'. The sales strategy has sparked Facebook groups including 'Turn up the lights and turn down the music Abercrombie!
Teenager Lauren Playfoot wrote on one of the group's message boards: 'My mate bought a pink checked top, turns out to be orange. George Warrington added: 'The thing is if Hollister can't afford lights, where does the hundred quid I spend every time i go in go?
A spokesperson for Hollister refused to comment on the issue. But one worker said: 'It creates an atmosphere that allows you to come in and hang out while finding some cool clothes. It's clearly working: Hollister opened its first British store in It now has 22 UK outlets, with more to come, much to the delight off its teenage fans. Darkness is part of the brand: Wallis Stewart wrote on Facebook, 'I don't think I'd want them to fix the lights 'cause with different lights it just wouldn't be Hollister!
Loud music and strong smells just add to that exclusive-feeling experience. The perfume, in particular reminds customers of the shop long after they have gone elsewhere. The tactic was pushed to new limits in Ginza, Tokyo. And it all seems to be working.
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Get the Insider App. Click here to learn more. A leading-edge research firm focused on digital transformation. Good Subscriber Account active since Shortcuts. Account icon An icon in the shape of a person's head and shoulders. The brand has been strictly button-fly under the leadership of long-time CEO Michael Jeffries , who stepped down in December.
Zippers aren't the only departure from the past. Signature store features like dark lighting and the loud, thumping dance music may change too. Angelides said the company is experimenting with the in-store experience and testing different types of music, different volume levels, new lighting, different layouts and even whether clothes should be hanging on racks or folded on tables.
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