Comme des Garçons Black Guerrilla Stores
In the face of the current economic downtown high-end fashion retailers are forced to come up with creative forward thinking ideas to differentiate themselves in the marketplace. While many other retailers are closing up shop, Comme des Garçons is expanding ; creating 11 new Guerrilla stores for its more mainstream Black sub-brand. “A total of 11 points of sale are rolling out this month and next, including freestanding stores in New York and Paris opening June 22, plus two-week pop-up corners at Barneys New York and Colette in Paris.” While CDG has much experience running successful Guerrilla stores in the past, this will be one of the brands more ambitious attempts to capture a more mainstream audience with lowered price points.
Joffe characterized Black as a way to boost sales during the downturn, which has sent Comme’s revenues in Japan down about 4 percent this year. “Rei said she wanted [Black] to last as long as the recession lasts,” he said. “It’s turning morosity into positivity. We can’t just sit there and cry.”.
via wwd
Leave a Reply