invidis digital signage explorer > Großbritannien > London > Hollister London

Hollister London

At the Hollister shop in Regents Street countless displays illuminate the otherwise rather dark interior. Also the windows of store front are dominated by large video walls. In total over 100 46” displays have been installed in the shop. Hiding what lies inside the store behind a digital storefront, in a darkish atmosphere, created an exclusive club environment that fosters consumers’ curiosity. The technical integration into the shop window decoration as well as in the shop furnishing inside is well done. However, the sheer number of displays installed in a Hollister shop will almost always result in one or two black screens as was also seen during the current survey. The US fashion brand does not use digital signage for product campaigns or current offers, but the moving image content shows water, waves and surfers on the Californian coast. This content runs according to the overall brand image of Hollister as surfer fashion. The impact of Hollister’s action on traffic acquisition appears evident. However, the effect on conversion remains unobvious since today, the experience is not linked to any particular marketing initiative or campaign. Also the resolution of the content is not very high which leads to a blurred viewing experience the closer the viewer gets to the screens. Overall the very interesting and impressive project in the Hollister store lacks two important basic principles of a digital signage concept, a service standard fitting the size and scope of the project and the highest possible resolution for the used content.


Facts & Figures

Company Hollister Co.
Industry Retail - Fashion Apparel
Number of branches
Branch Hollister London
Type of branch Regular Branch
Address Regent Street 83
W1B 4JD London
Number of displays 100


Hollister Regent Street

Type of installation Standard
Fitting Integrating in furniture
Shop window
PoV situation Passage Situation
Active Shopping
DisplayNumber: 100
Height: 46" (estimated)
Format: 16:9
Orientation: Landscape & Portrait
Typ: Professional Display
Display supplier not specified
Display features not specified
Project partner not specified
Content Ambient
Logging16. December 2014
Checked by invidis Yes

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