As a new entrant, gaining awareness and buzz is the first and important step regarding promotion. Hollister, just launched its retail store in Festival Walk recently. When you pass by its store, you can't avoid being attracted by the large LCD wall (LCD wall as a part of entrance design), everyone will slow down and watch the video show. It's so creative! :0 An impressive impression is created. The large LCD successfully draw people's attention and increase its awareness.
Besides, all salespeople are foreigners or abroading foreigners, which promotes and maintains its American origin. "What's up!" such rare but distinctive greeting to HK customers. Customers will find it funny and, again impression is created, and the brand image is building in consumer mind.
It's crazy that a queue found outside Hollister. "What's happening?" People would think of. And then go into the queue and prevent missing anything. Such a smart promotion! It helps to create a premium image among customers. Although Hollister is not selling luxury, it is a high-end retailer in causal wear. People are queuing up for the product, cleverly using customers' action to reflects its position.
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