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Hollister is shifting to extended partnerships over a one-off, pay-per-post model with TikTok creators to build trust with its core demographic, high schoolers.

“Our demographic puts a lot of trust in peer suggestions,” said Jacee Scoular, senior brand strategy director at Hollister, of the long-term partnership strategy. “We really started thinking about it and said the best way to leverage creators and build trust with their audience is to build trust with the creator.”