We've all gotten over being shocked by Abercrombie & Fitch stores by now. The Hollister flagship in SoHo, New York pulls most of the same tricks. Half-naked models, loud music, clothes in no discernible order. Yet somehow it's still an amazing, intense experience.
A few reasons:
- It's incredibly dark, breaking the fundamental rule of retail that people actually have to be able to see the product.
- The fit-out, as somewhere between an opulent beach house and a pier, is to an unbelievable level even by today's flagship store-meets-Disneyland standards.
Perfume spritzing - I also happened to be when someone walked around spritzing everything with perfume. That'll be why a nice smell wafts out when you just walk past. And when you get the clothes home I bet the smell has a sub-conscious effect on satisfaction.
Bored models are a problem - a few models were dancing, laughing and enjoying themselves. It worked - you wanted to be part of their gang. But many, understandably, looked bored. This totally breaks the spell.
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