I don't know where to begin! The good? the bad? Or plain ugly (the bags and the shoes!!)? Let's start with the bad. The worst thing that could ever happen to B2C marketing is over promise and under deliver. I have received an "exclusive" VIP invite to be "the first to preview and shop the Versace for H&M collection from 8:00am to 9:00am". And even though I'm not a fan of Versace nor did I like its H&M women's collection, I thought it would be fun to go and see the collection up close in an exclusive event since I won't be pushed around by crazy crowds (little did I know!), plus I liked the hot pink suit from the men's collection. So we came in 10 minutes before the opening, only to find that there were already two loooong queues lined up outside the store. So I checked with the staff, who were all friendly, attentive, and looked chic dressed in Versace for H&M (like the ones featured in the first photo who looked tres chic!), and apparently, one queue was for the public and the other queue was for people with invites. "I came in at 5:30 AM and people started to line up at 6 AM!!" said the friendly staffer. Wow! So when do people with invites get in I casually and innocently asked? "At 8" she replied. Ok sounds good... but I wasn't too optimistic since we stood at the end of the line, which was close to Zara! And at 8 the doors opened and suddenly every single person outside of the store, whether standing in queue or not, rushed in. Crowds stampeded into the store like there was no tomorrow! I was stunned! But wait! Weren't we supposed to get in earlier? Hello? Anyone? VIP? What VIP! So I went straight to the men's section. And to my luck there were hardly any people shopping. The good? I got the hot pink suit and a silk chiffon scarf with cute alligator prints. And by 8:20 am I was out of the door.
If I knew that the not-so-exclusive invite was a free-for-all pass, I wouldn't have bothered to go. I do appreciate the fact that I got invited. It was very nice of the H&M team, but I wish they had told us earlier what to expect. I hate seeing people fighting over clothes and screaming, I hate queuing to shop, it just turns me off. If you're following my tweets, you probably have an idea of what went on. I just hope next time, such events would be more organized like they do it in Europe and the states, where you get time slots to shop and a minimum number of purchased items.
Were you there too? How was your experience?
That's how fast people were
moving running inside the store!