"If Southern California surf culture is Hollister’s guiding mythos, it is odd, too, that the company should name itself for a town twenty miles inland with declining home sales and greater-than-average earthquake activity. Did a lot of thought go into the choice? Or possibly none at all? It could be that 'Hollister' just sounded more marketable than the nearby towns of Chualar and Molus."
Molly Young in The Believer discusses the rise of "immersive retail."
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