Venturing into a clothes shop beloved by teenagers are frequently like entering a different planet for adults, and the experience is much more bewildering for those dragged directly into Hollister, a US fashion sequence.
The stores are so candlelight that parents have complained regarding tripping over tables, bumping directly into fellow shoppers, and being unable to see some of the clothes.
The brand is expanding through the entire country but one of the newest stores, in Birmingham’s Bullring middle, has attracted a stream regarding unhappy customers, including a mother who lost her daughter as it was so dark.
Hollister, which markets itself towards 14 to 18 year-olds which is an off-shoot of the Abercrombie & Fitch brand name, sets the lighting low to make a “club-like environment” complete with ear-splittingly deafening music.
Linda Watson, 51, any mother from Sutton Coldfield, was struggling to find her teenage daughter. “I went along to look somewhere else and I recently couldn’t find her when My partner and i turned around because it’s thus dark. I had to turn out and phone her, ” the lady said.
Another shopper, Linda Peach, coming from Lichfield, Staffs, complained: “When I will end up in there it feels like We have vertigo. I’ve never seen anywhere with numerous lights be so dark. I thought I was at a nightclub. When we will end up in I cling to my children and say, ‘Don’t lose myself. ’”
Even younger shoppers are usually unconvinced. Mrs Peach’s 19-year-old girl, Charlotte, a student, said: “You can’t start to see the prices and you keep bumping into people or tables. ” Jess Hanna, any 20-year-old from Coventry, added: “It’s dangerous within. People keep bumping into the other person. It makes it so perplexing: we went to buy something and when we got to the till it absolutely was a completely different price from what we thought. ”
Nick Half truths, 30, from Birmingham, summed up his experience of the store: “I can’t start to see the sizes, I can’t see the values, I can’t see the right up until: I can’t see the level. ”
Birmingham shoppers are one of many as Facebook groups have been create with such names as “Hollister, you should turn your lights on” and also “Welcome to Hollister, like any torch? ”.
A spokesman for your company declined to comment yet one worker said: “It creates an atmosphere that lets you come in and hang out there while finding some cool garments. It gives a type regarding casino-feel, where people can get lost in the club-like environment, people relax, and hopefully spend more. ”
Despite the gripes, Hollister can be a retailing success story. It opened its first British store in 2008 now has 22, with more ahead. Attractive young people are approached in the pub to become sales assistants — although they may be described as “models” — and shirtless men are used to welcome customers through the particular doors. Shoppers are made to queue outside so that you can make the brand appear a lot more desirable.
Mary Portas, the store guru, said she was a fan with the brand but cautioned that the stores are not for “anyone who likes to search discreetly or who is fazed simply by dim lighting”.