abdulrahman
Google
I was heading to the airport and had to stop by Chloé in Bond Street to buy gifts for my family and clients from London before my flight. I was planning to get their perfume Atelier des Fleurs Cedrus based on a recommendation, along with a few other products. Bit of a rush, you know. Suddenly, the door’s locked! The staff cracks it open just a little and goes, 'Wait outside.' I’m literally staring into an empty shop—no one inside, no one outside. Just me. Apparently, I was the exclusive guest… of the pavement.
Then it hit me—they wanted to create a fake queue using me. Like, seriously? Trying to fool people on Bond Street into thinking they’re that important? Ah yes, nothing screams luxury like ‘stand outside and make us look important.’
I mean, how did they convince themselves they’re more important than the customer? As if I’m the product, standing outside to boost their brand image, begging Chloé to open the door so I can hand over a grand for their products. Must’ve missed the memo where queuing became a premium service.
And honestly, are there really people out there with any self-respect who’d queue outside luxury stores, practically begging for the brand to take their money? Like, hello? It’s not like the brand’s paying me to be there—they’re the ones begging for customers through every ad on billboards, screens, and airports, trying harder than my Wi-Fi signal in a basement flat.
So, I left quickly to catch my flight at Heathrow, jumped in a taxi straight to Harrods, walked into Tom Ford, picked up multiple perfumes including Jasmin Rouge and Myrrhe Mystère, along with an exclusive collection for both men and women. I ended up buying more than I had originally planned—turns out, respectful service is surprisingly motivating. They signed me up for exclusive offers, wrapped my gifts beautifully, and treated me with genuine respect. All done in under 10 minutes.
Chloé’s Bond Street branch has already won the award for the dumbest marketing strategy I’ve seen this year—and the year has just started.