The purpose of the case study is to research whether the brand Hollister can establish themselves to their target audience working with communication. To achieve the goal with the study, the following theories has been applied: brand building, visual communication, two-way symmetrical communication and communication channels. The study was conducted by a quantitative online questionnaire survey. The online survey was aimed at teenagers aged 15-18 years old living in Täby or Umeå where one question was "What difference can be discerned between Täby, where there is a shop, and Umeå where there is no shop". The material was collected during a period of eight days between december 11th to december 19th 2013.

Enligt det tja?nstelogiska synsa?ttet blir upplevelsen kring ett ko?p allt viktigare. Samtidigt a?r varuma?rket en viktig resurs i marknadsfo?ringsteori idag. Det saknas dock ett tydligt resonemang fo?r hur varuma?rket passar in i interaktionen mellan fo?retag och konsument.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..