By summer 2024, Hollister will tap into the power of music to appeal to its young customer base. He's also looking to address the broader conversation about Gen Z's mental health with an ambitious plan to host 'flash mob'-style concerts where teens are most found: high school.
FashionNetwork.com spoke with Carey Collins Krug, CMO of Abercrombie & Fitch Co., about the genesis of the 'Feel Good Fest' music series that recently began.
According to Krug, the conversation arose from dialogue with his clients.
“Young adults are very 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 do — great clothing and what we stand for, mental health advocacy — to what young adults are looking for: the ability to be themselves unapologetically,” Krug said in an interview.
The idea came from a corporate music festival and fundraising event called 'The Challenge' held annually in Columbus, Ohio. campus. The event is dedicated to reducing the stigma that exists 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, Trevor Project and Steve Fund.
It is also based on another series of events.
“We've run activations in high schools before the pandemic, but this takes them to a new level and connects everything back into the total customer experience ecosystem so whether you're in person or just on your phone, you feel connected. . to the brand and this program,” Krug added.
The events, confirmed at six but which may be extended, will take place at undisclosed locations until just before the concerts. The selection process is multi-tiered and typically begins with secondary schools that have applied to be chosen, according to the CMO.
Keeping it a secret is not an easy task in the age of social media, but so far it is possible.
“Since safety is a top priority for both students and artists, we have intentionally avoided posting concert dates and stops on social media and are working with schools to keep details secret and ensure students are surprised “Krug said.
Just before the shows, musical artists, chosen in part for their affiliation with the brand, will post content to Hollister's Instagram account. Post-event content will also follow.
“We will share live content from the concerts, allowing fans to win artist-signed merchandise, integrating them with the artists' promotional plans for tour integrations, as well as creating 'Feel Good Fits' with each artist's favorite pieces . “This will provide style inspiration on social media and curated shopping experiences on the Hollister app and website,” Krug continued.
Social media posts have teased Benson Boone and Boys World, who are taking part in the series, and the brand will dress both acts in upcoming music videos. Boone will voice Hollister's new Spotify ad series.
The series is off to a good 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..
Lucky students who experience a school concert will receive free 'Feel Good Fest' merchandise and be entered to win social contests.
“We continue to explore ways to also expand the tangible physical components of the program,” Krug said.
Currently, the brand highlights popular dresses and graphic tees along with the series. It will soon announce its current summer rotation, highlighting must-have pieces and looks from the summer season.
For the concert production, Hollister is collaborating with High School Nation, an independent organization that provides extracurricular cultural events and learning opportunities to high schools across the U.S.
“We also work directly with record labels and our social networks to identify the right talent for the partnership. Throughout this process, we have maintained a dedication to the intentionality of purpose, extending from the initial concept and musical artist selection to all other partners along the way, bringing Hollister's 'Feel Good Fest' to life.” Krug concluded.
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