The business success of companies is strongly influenced by human resource management and psychological measures. It is important to select and recruit employees who are suitable and qualified for certain job positions. Business processes are mostly affected by people. Therefore it is important for companies to understand the logic behind certain courses of actions and understand psychological processes by analyzing people. Psychological means should be used not only to motivate and stimulate employees but also to attract consumers. In this paper the business success of the fashion company Hollister Co is analyzed. Hollister Co. is an American fashion company which defines itself as the “brand of the beauties”. But what makes Hollister Co. so special and unique compared to other fashion companies? In which way are consumers influenced by Hollister? What psychological measures do they apply? How does their human resource management look like? Hollister Co. offers customers a special shopping experience. Surrounded by a summer-, vacation- , and beach flair, customers are served not by ordinary employees but by models and get offered a special kind of fashion: surfer-style and beach-wear look. The final paper examines in detail how Hollister Co., the subsidiary company of Abercrombie & Fitch, managed it to become one of the most famous fashion brands in the world and in which way their human resource management and certain psychological means are connected to this business achievement.