"Although they might seem unplanned, such shops are part of
Comme des Garc¸ons’ strategy to remain at the forefront of fashion
retailing. Some of the stores remain open for only a few days,
others a year; none are advertised, other than through emails to
existing customers, perhaps a few posters in the local area, and,
crucially, through word of mouth. These processes mimic the
effects of a subculture, reaching out to opinion makers within an
inner circle already aware of the label’s status in the fashion
industry as pioneers of avant garde style and design. The guerrilla
store creates an atmosphere of exclusivity, intrigue, and excitement
around its products. It promotes the feeling that its visitors
12. The interior of Comme des Garc¸ons’ 2008 guerrilla store in
Warsaw is designed to look like a modernist furniture exhibition
68 Fashion
have privileged knowledge, and that they are taking part in a
semi covert event by shopping there. It therefore plays into the key
elements of early 21st century high fashion consumerism, by
emphasizing desire, lifestyle, and identity. As such, the store, again
like street cultures, suggests individuality yet membership of a
group. It advocates shopping as an experience, in this case akin to
visiting a small art gallery. Importantly, it builds the brand in a
manner that is in keeping with its intellectual ethos. It apparently
rejects the excesses and decadence of much fashion advertising
and retailing, while remaining a shrewd marketing device to target
its core audience, as well as luring in the curious passer by."
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