Posted on Thu, 24 Nov 2011
A&F: To Q Or Not To Q?
Looks as if the mass market brands are doing what LV and Chanel already have artfully mastered long ago and that is to drum up desirability through a long queue, the longer the better. At least H&M was upfront and smart about the goodies. Hot on the heels of the H&M crazy queue-up-for-your free vouchers to celebrate our opening stunt last month is A&F’s (Abercrombie and Fitch’s) flagship store debut at 270 Orchard Road in Knightsbridge, Singapore on 15 December at 10am.
We got (perhaps, a purposely) vague circular from the company’s PR agency saying that they are encouraging the public to queue to meet the hottest Abercrombie & Fitch guys, carefully selected from A&F stores in the USA, Japan, Italy, England, France, Germany, Denmark, Spain, Germany and Belgium. And fans of the brand are encouraged to line up early to be among the first to experience Abercrombie & Fitch at its finest.
OK I would like to ask .. what are we? 12 year olds meeting Justin Beiber for the first time? With the giveaway benchmark that H&M has now set, the hot guys (like this one above) better be doing some serious stripping for free, cirque du soleil style acrobatics or dishing out freebies by the truck load for our freebie hungry nation of shoppers to brave a 10am queue on a Thursday morning.
PR exercise faux pas? You decide .. as for me, if I know our nation of lusty shoppers well, there will be blood on the shop floor if the spoils are less than meaty.