Hollister looks to CAA for tie-ins
Tenpercentery to dig up film, music and TV opportunites
Tenpercentery will provide motion picture, music and television property tie-in opportunities for Hollister, especially as it relates to the company's "Club Cali" loyalty program.
Hollister currently operates 60 stores and has plans to build some 600-800 more in the United States. Aimed at teens, the clothing company uses loyalty programs to allow members to earn gift certificates and entertainment-related prizes. Abercrombie & Fitch, which targets ages 18 through college, went public in October 1996 and spun off from the Limited in May 1998. Its abercrombie kids division (ages 7–14) was introduced in 1997. The latest concept, Hollister Co., was introduced in July 2000, and targets the 14-18 demo.
CAA prexy Richard Lovett said Hollister Co. "understand(s) the huge impact entertainment has on teens." CAA's work with the brand may include developing prizes such as television show walk-on roles, VIP trips to major movie premieres or backstage passes to concerts.
Hollister marks the second venture in retail clothing for CAA, which signed K-mart Corp. last April.
CAA's other marketing and consulting clients include Coca-Cola, Motorola, Procter & Gamble, Boeing and the Indy Racing League.
