Beyond the discount: How Hollister revamped its brand image amongst Gen Z

Today's youth are a force to be reckoned with. They're not just consumers; they're digital natives who demand authenticity and connection from the brands they support. They're also highly aware of value, navigating a challenging economic climate with a keen eye for a great deal. So, how can a brand cut through the noise and capture the attention and loyalty of this dynamic demographic? You can't just slap a discount on a product and call it a day. You have to create an experience that resonates.

This is the very essence of community marketing.

It's about building long-term, cost-efficient infrastructure that helps you own your audience and your data, rather than just relying on expensive paid ads. It's about moving beyond the transaction and creating a genuine relationship.

Shifting perception to win over Gen Z

For any brand, shifting a deeply ingrained public perception is a significant hurdle. When a brand's legacy is tied to an "exclusive" vibe, that can feel completely out of step with a Gen Z audience that champions inclusivity and authenticity.

Hollister faced this exact challenge: how could they go from being seen as an exclusive brand to an everyday destination for students in the UK?

This task falls squarely on the shoulders of marketing leaders. CMOs and VPs of Marketing are under immense pressure to prove the ROI of every dollar spent, especially when targeting a new, skeptical audience like Gen Z.

The risk of a "cringe" campaign or a tone-deaf message is high, and the potential for backlash is a genuine fear. They know that without a strategic, data-driven approach, they risk simply attracting "bargain hunters" who have no long-term loyalty to the brand.

The goal wasn't just to increase sales; it was to fundamentally change how students viewed the brand. It required a plan that not only offered an enticing financial incentive but also created a memorable, shareable experience that would foster a genuine connection and reshape the brand's identity in the eyes of its target audience.

A blend of digital and in-store experience

Hollister partnered with us to craft a strategy that went beyond traditional advertising. Our solution was to create an immersive, in-person event (a student shopping night in Liverpool) that would serve as the central hub of a multi-channel campaign.

The core of the event was a powerful 20% in-store discount, an incentive strong enough to capture the attention of a financially-conscious demographic.

But the discount was only one piece of the puzzle. The real magic was in the experience. We orchestrated an evening designed to be fun, engaging, and worthy of social media sharing. A live DJ transformed the store into a high-energy space, creating a social atmosphere where students could hang out and enjoy themselves. A photo booth provided a perfect opportunity for creating shareable content, turning attendees into brand advocates and amplifying the event's reach organically.

The personalization station was a masterstroke, allowing students to actively participate and leave with a unique item, fostering a deeper sense of connection and ownership with the brand.

To drive traffic to the event, we implemented a targeted promotional strategy that spoke directly to students in their native environments. We utilized compelling solus emails to build anticipation and excitement, a proven method for lead nurturing and audience segmentation. We also leveraged high-impact

Out-of-Home (OOH) billboards on university campuses, a strategic move to capture student attention where they live, study, and socialize. This multi-channel approach created a seamless journey from digital discovery to in-store experience, proving that a blend of digital and physical touchpoints is crucial for winning with this audience.

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A new brand identity and tangible growth

The results of this campaign speak for themselves. The strategic combination of an irresistible discount and a unique, immersive in-store experience not only reshaped brand perception but also fueled remarkable business growth.

The event saw a +135% increase in foot traffic year-over-year, demonstrating the power of experiential marketing to draw people into physical retail spaces.

This increase in foot traffic translated directly to sales, with a +107% increase in sales year-over-year.

These numbers prove that when you offer something of genuine value, students will respond. The success of this campaign highlights that a discount is a powerful lever, but when it's part of a larger, well-executed strategy, it drives conversion and loyalty without devaluing the brand.

It shows that closed-consumer group strategies can elevate a brand by tapping into emotion and identity, transforming a simple offer into a special event.

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What marketers can learn

The Hollister success story offers critical insights for marketers looking to win over the next generation of consumers. Here's how you can replicate their success and create your own impactful campaigns.

Move beyond the transaction:

A discount is a powerful tool, but it should never be the only tool. To build long-term loyalty and prevent "perks fatigue," you have to offer an experience that creates a deeper emotional connection with your brand. Think about what memorable, shareable experiences you can create that will inspire your audience to become brand advocates.

Embrace community marketing:

Stop thinking in terms of traditional ads and start thinking about building communities. Create a sense of belonging and make your target audience feel seen and valued. When you do this, you not only drive sales but also foster a loyal community that will organically amplify your brand message.

Go omnichannel:

The customer journey isn't linear. It's a blend of digital and physical interactions. Use digital channels like email and social media to drive excitement and traffic to in-store experiences. Ensure a seamless, fluid experience that meets customers wherever they are, whether that's on their phones or in your store.

Authenticate your offers:

Ensure your discounts feel exclusive and earned, rather than generic and devaluing. A gated offer for a specific consumer group, like students, ensures that you are rewarding your most valuable customers and building a strong, loyal base without training them to expect discounts all the time.

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