Hollister - It Just Isn't What it Used to Be

I used to love Hollister when I was younger.  The solid polo-style shirts, button-down shirts and flannels, and khakis still get pulled out of my closet every now and then, but the brand's image is making me steer away from it more and more.  Now, wherever I turn, I see young boys with Hollister tees featuring logos such as "Hollister California Surf Team," "Hollister Co. Wave League," and "Hollister 22 Wave Watch."  I understand that Hollister tries to capture a youthful look, but the graphic tees that seem to be every 12-year-old boys closet give it a reputation as a brand for a younger consumer.

A comparable company that seems to be doing a better job with reaching the young adult market is American Eagle.  For casual clothing I tend to steer more towards American Eagle than my childhood favorite, Hollister.  I'll still continue to wear the Hollister clothes that I own, and I may even pick up certain things from them on sale, but I don't think I would ever pay full price again.  Not until they change their target market and move away from the elementary graphic tee look.