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The Hollister application is simply an ecommerce platform for millennials, with no connection to the in-store experience. In an effort to appeal to their target audience, the app allows users to listen to music and new playlists while using the app. Any connection to the in-store experience would be an improvement for Hollister. With a text-based offers program that they promote across their digital properties – there’s potential to leverage any geo-targeting or geo-fencing capabilities for its customers. Compared to others in its category, Hollister isn’t far behind, but as American Eagle moves into the lead, Hollister can compete by including in-store features to its application.