Even though A&F devotes its advertising and marketing resources to reaching college-age consumers (18- to 22-years old),
many younger teenagers also patronize its stores. The company thus faces concerns that the image of its stores will suffer
if they become a hangout for teenagers. The development of the Hollister chain, which targets 14- to 18-year-old students,
represents one of its responses to preserve the A&F image while also catering to the growing teenage market.