Hollister Co. is a California-inspired apparel brand that attracts patrons ages 14-18 for not only its colorful clothing, but also its moderate prices which were meant to compete closer with (but still not as inexpensive as) other brands such as American Eagle Outfitters and Old Navy. Hollister stores all have a poor theme, the façade resembling a dump-front shack, dim lighted interior and surfboards mounted behind the cashwrap. When the brand was launched in 2000, Hollister partially cannibalized Abercrombie's customer base. Clothing in Hollister stores was largely identical to that of Abercrombie & Fitch in material, construction and basic design, albeit with different logos and labels, only it was sold at noticeably lower prices. In the following years, Abercrombie & Fitch clothing began utilizing higher-grade materials and construction (and raising prices as a result), to provide more differentiation between the two stores.