When we think of going shopping, we don’t think so much about the outer look of the stores as we do what inside them. However, the outer look can be as important, if not more important, than the clothes inside it. If it’s attractive, people will be curious. If it’s shabby, people will be apprehensive. One particular store that does a great job of branding its outer image is Hollister Company. No matter where I go, what state I’m in, I can recognize a Hollister store because of the blue shutters, shingled roof, pillars, and steps. It looks like a cool hut you might find on beachfront property. But despite its well-branded image, I have always been apprehensive to enter because I know I’m clearly not the target audience. With loud rocker music blasting from inside and larger than life pictures of blond-haired, blue-eyed shirtless surfer guys, and thin attractive Malibu Barbie lookalike employees, I would surely stand out like a sore thumb. So perhaps being branded on the outside can be both a good and bad thing; it automatically gives potential consumers an idea of what the brand is like, but on the other hand it can discourage people from trying out the brand because, they automatically assume it won’t fit them.
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