With Hollister already stealing customers from its "older sister" Abercrombie & Fitch, it could only be a matter of time before they started moving in on the East Coast, where customers typically prefer runway fashion or A&F's higher-priced brands, such as Ruehl No. 925.
And it looks like the impossible has been done. Hollister Co. opened one of its first stores on the East Coast, located in SoHo, on July 16.
But this isn't just any Hollister store. It's Epic, and I mean that literally. It is five levels of SoCal style, featuring live video feeds of Huntington Beach Pier. The store even has a separate website (hcoridethewave.com), with an Epic Story, screensavers, postcards and more. Sounds to me like Cali in the middle of NYC. Not a bad concept, Abercrombie.
But...will Epic live up to its--erm--Epic hype?