Hollister, a division of Abercrombie & Fitch, which operates Hollister and Abercrombie & Fitch, brands beloved by millennials, is launching an all-new music program.
The New Albany-based brand enjoyed huge success in the '90s and 2000s, becoming known for its exclusivity and beauty ideals based on being white and thin. Despite the numerous controversies that have plagued the company over the past few decades, the clothing retailer appears to have bounced back over the past five years. As Fast Company reports, Abercrombie & Fitch has become popular among Gen Z buyers who enjoy the brand's new, less sexualized and more sophisticated image.
To further appeal to its emerging Gen Z customer base, Hollister is launching a new “Feel Good Fest” music program featuring “live performances, social activations, merchandise, styling opportunities and more,” according to a press release. They say they will launch it. .
The performances begin today and will be held throughout the year on Hollister's Instagram and TikTok, as well as at high schools nationwide.
The first wave of Gen Z performers includes Benson Boone, Boyz World, Claire Rosinkrantz, Dylan Conrique, JVKE, and One Mall.
While staying true to form, Hollister also showcases each performer's unique style through its “Feel Good Fits” series on social media. In this series, the performer talks about his favorite items from Hollister and Hollister's Active His Lifestyle brand, Gilly Hicks.
“Mental wellness and music are big priorities for our young adult customers, and we are aligning these two concepts with artists who not only top the charts, but also share the same principles of authenticity and originality. “Hollister's Feel Good Fest is a great way to bring together all three of us in such an engaging and meaningful way,” said Carrie Collins Krug, chief marketing officer at Abercrombie & Fitch. “We have recreated the uplifting atmosphere of a day-long music festival and expanded it into a year-round feel-good experience for our customers.”
Further information about performances, including dates for each performance, will be announced on Hollister's Instagram and TikTok.