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Hollister unveils gamer apparel from new ‘chief gaming scout’

October 15, 2021


Hollister is angling to meet Gen Z consumers by going all in on gamer culture. Teenagers — the clothing brand’s target audience — are heavily interested in video games and video game streaming, especially Fortnite, which Bugha professionally plays. By appointing him chief gaming scout, the brand could demonstrate to consumers that it has a long-term interest in the space while drawing from Bugha’s large pool of young followers.

“We’re always focused on meeting our Gen Z customers where they are, and gaming continues to be a rising area of interest for global teens,” Kristin Scott, global brand president at Abercrombie & Fitch Co., said in the release.

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