So there has been some dispute over this new Hollister location in Manhattan on Fifth Avenue (668 Fifth Ave). I have been debating folks for weeks over the pompous behavior of the too cool for anyone shirtless guys who hang out in front of this store with white noses and sunglasses (in the shade of the building overhang). I have also taken issue with the Hollister policy of holding back people from entering the door as though they were going in to see the Soup Nazi or something. But now there is a new matter for which I take offense at this midtown Hollister location.
For those of you born before 1989 and/or those who don’t care about such things, Hollister is a clothing manufacturer. They sell clothes. Expensive, self-referential, tacky clothing. Beach themed could be the overarching message of Hollister ; like maybe Pacific Sunwear for those of you who know what that is. If you live anywhere suburban or where you run into average citizens, you’ve seen their T-shirts. You can’t miss them; they all say “HOLLISTER.”
Anyway the Hollister on Fifth Avenue has been engaged in the ridiculous behavior of leaving up a roped off area giving off the illusion that there is something cool or exclusive going on inside. It’s retail! They’re trying to sell you stuff. That’s it.
I have spoken out against this and I’ve even had discussions with friends on the matter. While most of my friends agree with me, I brought the matter to the attention of my wife’s co-workers the other day to try and garner some additional support. All in all I’d say I was on the losing side of the matter.
“Eah,” one of her co-workers, Julie, said to me when I asked her about the roping off nonsense.
“The kids really seem to like the clothes,” intoned Carmel; another of her co-workers.
I say losing the argument because while it is easy for me to get my friends to agree with me, this was not the case for these co-workers. These are the people who work in Manhattan; they know style and fashion. It’s these taste makers I’m trying to win approval from. The fact that they were so dismissive does not do well for my case.
Anyway, the newest bit of fanfare at Hollister is that they have these screens up which cast off waves! As though one was at the ocean; on 5th Avenue. As you can see from the attached images, there is no ocean anywhere nearby. Incredible to think how much money they must have spent on just some other lame marketing gimmick.