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Tactics

April 15, 2009

Uniqlo opened its first store here in Singapore on 9th April, I checked out the store, and omg-ed at the queue.

It’s only Day 5.

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The store inside is not really crowded, I am sure everyone knows what crowded shops mean: H&M when there’s a designer collabo/ F21 during weekends/ 70% off sales. The ‘doorgirl’ was simply letting people in group by group, very slowly, I even witnessed some dudes negotiating with her to let them in faster, because the store inside is clearly fit for more shoppers. On another note, the most popular/convenient Louis Vuitton store in Singapore, has a queue all the time. The ONLY high-end store to do so, which means the Chanel opposite is always crowded, and looking slightly less ‘prestigious’ as LV.

Over at New York, Topshop’s grand opening, same thing. If you check those fashion blog twitters and reporting, they  are always talking the queue and the crowd.

Then Page Six reported that an insider source said the queue is not necessary. The doormen “purposely not letting in enough people at once, so that there are always people waiting outside”. The strategy is clearly to gain hype and thus, more exposure.

So that’s what long queues are for, but they can be turn-offs surely.

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3 Comments leave one →
  1. April 16, 2009 5:29 am

    I stopped by TopShop in SoHo (NYC) last week and the crowd was mad! The line weaved around the block and there were additional security personnel just to control the crowd.

    I walked by, left and went for coffee instead.

  2. April 16, 2009 1:59 pm

    I agree. One thing my friend pointed out was that once you are queueing and get into the store, you will have the mentality of MUST getting something if not you will not have queued for nothing!

  3. April 17, 2009 11:32 am

    Hi fellow ADM-er,
    I can’t agree further on what you wrote. The queue is overrated to the max but can work as a marketing strategy on certain context. I was at Tampines One on monday, the 5th day after the store opening and yet, the queue is superbly long. Initially I wanted to shop at Uniqlo, but upon seeing the massive queue, I changed my mind and shopped at the neighboring Topshop instead. Clearly, this ‘long queue’ marketing tactic is not working to their advantage.

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