Hollister launches a summer music program, the first large-scale event in recent history

For Summer 2024, Hollister is turning to the power of music to engage its youthful customer base. It’s also looking to address the more extensive conversation around mental health for Gen Z with an ambitious plan to stage ‘flash mob’-style concerts where teens meet most: high school.

FashionNetwork.com spoke to Abercrombie & Fitch Co. CMO Carey Collins Krug about the genesis for the ‘Feel Good Fest’ music series that recently kicked off.

According to Krug, the conversation came from dialogue with its customers.

“Young adults are so passionate about music; the way it speaks to where they are in life and impacts their fashion decisions. We saw an opportunity to use music to connect what we make, great clothes, and what we stand for, mental health advocacy, with what young adults are looking for: the ability to be unapologetically themselves,” Krug said in an interview.

The idea grew from a music festival-meets-fundraiser corporate event called ‘The Challenge’ held annually at its Columbus, Ohio headquarters. The event is dedicated to reducing the stigma around and creating more equitable access to mental health. The corporation has worked with several partners whose work benefits the mental health of the communities they support, such as GLSEN, Academy Group, the Trevor Project, and the Steve Fund.

It also builds on another series of events.

“We’ve executed activations at high schools prior to the pandemic, but this takes it to a new level and connects it all back into the total customer experience ecosystem so that whether you are in-person or simply on your phone, you feel connected to the brand and this program,” Krug added.

The events, confirmed to be six but may be extended, take place at undisclosed locations until just before the concerts. The selection process is layered and usually starts with high schools that have requested to be chosen, according to the CMO.

Keeping it under wraps is no easy feat in the age of social media, but thus far, accomplishable.

“With safety a top priority for students and artists alike, we’ve intentionally avoided posting concert dates and stops to social media and are working with schools to keep details quiet and to ensure students are surprised,” Krug said.

Just before the shows, the musical artists, partly chosen due to their affiliation with the brand, will post content on the Hollister Instagram account. Post-event content will follow, too.

“We will share live content from the concerts, enabling fans to win artist-signed merch, integrating with the artists’ promotion plans for tour integrations, as well as creating ‘Feel Good Fits’ featuring each artists’ favorite pieces. This will provide style inspiration on social media and curated shoppable experiences on the Hollister app and website,” Krug continued.

Social media posts have teased Benson Boone and Boys World, who are participating in the series, and the brand will outfit both acts in upcoming music videos. Boone will voice Hollister’s newest series of Spotify ads. 
 

The series is off to a strong start with Claire Rosinkranz performing at Rio Mesa High School in Oxnard, California on April 17; Boys World performed at Maryvale High School in Phoenix, Arizona on April 24, while Wanmor performed at Cheyenne High School in Las Vegas, NV on April 30.

The lucky students who experience a school concert will receive complimentary ‘Feel Good Fest’ merchandise and be able to enter to win social contests.

“We are continuing to explore ways to scale the tangible, physical components of the program as well,” Krug noted.

The brand currently highlights popular dresses and graphic tees in conjunction with the series. It will soon announce its Current Summer Rotation, highlighting must-have pieces and looks of the summer season.  

For the concert production, Hollister pairs up with High School Nation, an independent organization that offers extracurricular cultural events and learning opportunities to high schools in the U.S.

“We also work directly with record labels and our social feeds to identify the right talent for partnership. Throughout this process, we’ve maintained a dedication to the intentionality of purpose, extending from the initial concept and musical artist selection to all the other partners along the way, bringing Hollister’s ‘Feel Good Fest’ to life,” concluded Krug.