Fashion
Can Lingerie Make Hollister Cool Again?
American Eagle is making a killing with its Aerie brand. A struggling rival seems to have noticed.
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Hollister once ruled America, its seagull logo T-shirts and hoodies adorning tweens, teens, and college kids from coast to coast. Then, just as suddenly as the brand became cool, it wasn’t.
The resulting, prolonged sales slump has executives scrambling for answers and firing employees. Taking a page from the playbook of more successful competitors, the company has now pinned its hopes on bras—comfy bralettes that lack padding and underwire, to be exact.