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Hollister targets Gen Z via documentary series on AwesomenessTV

US teen retailer Hollister is targeting its Gen Z customer base with a new docuseries via AwesomenessTV’s YouTube channel.

Hollister's This is Summer series on AwesomenessTV
Hollister’s This is Summer series on AwesomenessTV

US teen retailer Hollister is targeting its Gen Z customer base with a new docuseries via AwesomenessTV’s YouTube channel.

The duo have teamed up to create 24 episodes – launching May 20 – following a group of seven high school juniors and seniors in San Francisco. In “This is Summer”, as the series is called, the teenagers are seen travelling, playing music, meeting friends, and exploring ‘what’s next?’.

Each episode is 8-10 minutes in length, and shot and optimised for mobile viewing.

“At Hollister, we aim to create rich brand experiences for our teen customer. Awesomeness has incredible reach with Gen Z offering Hollister a great opportunity to engage with customers in a new and authentic way,” said Kristin Scott, brand president of Hollister Co. “We are confident that our content will resonate with our customers and create additional brand relevancy across the teen market.”

The integrated campaign will also see Hollister and AwesomenessTV release songs and music videos inspired by the show, featuring original and cover songs from the cast and Awesomeness talent. The soundtrack will be available to stream on Spotify and will play in Hollister stores later this year.

Unsurprisingly, all of the cast will be dressed in Hollister, with the looks promoted via the brand’s social channels throughout.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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