I prefer my stores to not promote a lifestyle thankyou!

Since when do stores put lifestyle before product? I'm not saying that us little ole Canadians are immune to the corporate promotion of a "feeling" (yes, I mean you Starbucks) but never in my life have I been so bombarded with a store's "ideal" during my shopping experience. I am referring to the Toronto Eaton Centre's newest addition, Canada's first Hollister store. http://www.hollisterco.com/hol/homepage.html We were all intrigued by the elaborate facade before the store opened, but from the second the shirtless, buff, male mannequins appeared-- flanking the door to the cabana-style store, we knew something was a bit off.

Hollister calls themselves "the newest Southern Cali lifestyle retailer geared towards energetic guys and girls". Not only do they admit to their blatant attempt to market and brand kids by sucking them into their "lifestyle" ideology, once you walk into the store it is shockingly apparent that it exists only to act as a shameless marketing ploy. From the moment you set foot inside it is like being thrown into an episode of a WB drama like the OC. Loud music featuring bands that appeal to the young masses (All American Rejects, Bright Eyes, Sum 41 to name a few) plays over the loudspeakers, simulating some kind of a party feel and the interior, which is surprisingly huge for an Eaton Centre store, is made up of dark wood panels, decadent leather furniture, carpets and lush plants. To say the least Hollister is nothing like the brightly lit, somewhat sterile environments that most mall outlets offer. With the lights dimmed to create the illusion of a relaxed oasis in the middle of Toronto's busiest shopping spot, it can be said that the store provides an environment that is far nicer than any of our own livingrooms.

...On the surface anyway. Upon second look it is hard to notice the looming photographs of scantily clad couples making out on the beach, or the flat screen TV's bringing in live feeds of some of California's best surfing spots. Oh, did I mention that not one member of the flip-flop-wearing sales staff is less than perfect? Clearly retail sales experience wasn't the only thing on the Hollister hiring team's minds. In fact, unlike any store I've ever seen, a computerized copy of the Hollister job application stands at the ready for any young beauties who wish to sign their souls on over. Okay, so I'm being a bit harsh, I know everyone needs a job, and sometimes evil corporations are the only way to go, but honestly Hollister, just try to be a bit more subtle. I mean whatever happened to discreetly asking for a job application at the front counter?

The fact that every third person in downtown Toronto right now, is carrying a Hollister bag just proves that unfortunately, Hollister co. has nothing but an ingenious marketing scheme in their back pockets. It works so well that nobody seems to notice that they are paying exorbinant prices for badly made, low quality garments that are designed for people who live in Southern California. There's the flaw in the logic...no matter how convinced you get that the beach life is the way to go...we live in Canada remember? It's cold here!

NOTE: I would like to add that in no way am I criticizing Hollister Employees. As I said, I recognize the need for a job. These comments are completely directed at the Hollister company and the people who put together its ideologies, nobody else.