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A & F, a high-end leisure clothing brand for young men and women, focuses on the lazy beach surfing style in Southern California. Hollister Co., a high cost-effective and fast fashion brand loved by young people, is generally called "Hollister", or HCO for short, seagull. Hollister is a sub line brand of American leisure clothing brand a & F (abercrombie fitch). Hollister is aimed at young men and women, striving to reflect the style of beach surfing in Southern California. It adopts a more affordable material than a & F, and the corresponding price of Hollister is lower than a & F. In July 2000, with the concept of California lazy back California surf lifestyle, a brand story that fascinated shoppers more was invented. Hollister Co. was founded in such a place as socal in 1922 by Mr. J.M. Hollister. Hollister Co. began to be internationalized in January 2006 and expanded to Canada and the UK. Now, Hollister Co. has more than 500 stores around the world. The Hollister store is decorated as a typical beach house in California. All the staff are young, handsome and beautiful. They all wear flip flops and Hollister casual clothes. Although the difference between Hollister's clothing and a & F brand is not very big, with different brand positioning and market communication, Hollister has successfully created a market segmentation, won the love of many 10 generations of young people, and is loved by young people in Hong Kong, Taiwan and other places in China.

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