You can't just enter inside like that
Honestly, you used to try to start sympathizing with Russian brands designed to actively «import substitution», but they themselves will do everything to ensure that this nascent strangle sympathy.
Recently, a boutique of a Russian brand originally from Yekaterinburg was opened in Stoleshnikov Lane, which was noticeably empty after the lion's share of luxury segment stores left the Russian Federation. Nothing like that, by the way, the brand is one of the pioneers of domestic import substitution. Prices there were once slightly above average — well, we are entering into a position and we understand that it is difficult for Russian youngsters to compete with the giants! But the quality seems to be decent. It would seem that in the current realities — live, work, sell and be happy!
But no — it's so boring. They came up with an innovation — to let customers by appointment. Would you like to “just look”, try on, choose a dress? Sign up.
“For your comfort, we are introducing a new option — the ability to book a visit to the store. Let us know what day and what time you want to come — we will be waiting for you, ”the brand’s website says. It is also specified there: no, no, they say, it’s also possible to come just like that, but if there are too many people, then unscheduled customers will be refused service. That's it!
Well, noon on weekdays is the time to check it out.
— Good afternoon! Did you record?
Pretend to be utterly perplexed:
— Do you need to sign up? It's like — like a manicure, or what?
Other associations — with the visa center, the MFC and the antenatal clinic — I still keep on the tongue.
— Yes, we have new rules shopping, — the girl reports, — you need to sign up. This is done to make shopping more comfortable, so that consultants can devote time to everyone…
So, the genre of «just wandering around the hall» is no longer welcome here. Clearly.
“…but we have free slots now, so you can come in,” she kindly invites. — One of the consultants will approach you.
Look, “free slots”! I walk into the hall and look around: besides me, it seems that there is only one customer here, and someone else is obviously swarming in the fitting room.
One of the possible excuses for admission by appointment, which the participants in the discussion tried to find on the Internet, they say, maybe it’s just that the room is small, people will push? — disappears immediately: the store is huge, two large halls plus a men's department in the basement.
— Would you like tea, coffee or water?
Well, a glass of water on a warm May day is never sometimes it’s superfluous — and for trying to play by the rules of a premium brand, we’ll give the guys a “test”. The next consultant comes up only after a few minutes and already with standard questions: can I help you, maybe you are looking for something specific?
Why not? I guess a riddle, the answer to which really could be of interest to me: they say, I want some kind of summer blouse, but not a shirt or a T-shirt, not a sports one … The saleswoman frowns.
— Maybe I show you our linen shirts?
— No, thank you, there are enough shirts.
— Maybe this T-shirt?
— No, thank you, sports style is not interested.
The saleswoman frowns again — the problem is not solved! — and we return to the formula «Thank you, if you need help, I'll call you.»
I wander around the hall for about a quarter of an hour — I don’t see new customers. But maybe it's because it's noon and weekdays?
Now open the «Book a visit» option on the site. Reservations can be made strictly every one and a half hours. Missed by 10:00? This means that the next «window» will be at 11.30, not earlier. There are five vacancies for each time slot. And if you click on the calendar, choosing random dates and times, you will find that there is no hype — well, except that someone has booked something for Sunday evening (and there are four empty seats).
So what is it? Artificial stimulation of interest? Or is there another theory? — maybe there was a request for some privacy of purchases? It is unlikely … Here, rather, an anecdote comes to mind — why, they say, is this elusive Joe so elusive? Yes, because no one needs him in FIG.
In Internet jargon, this is called “inflated HR” — a sense of self-importance. To put it simply, the crown presses on the ears. What, it would seem, should a Russian brand do today, when there is an opportunity to “substitute imports” to the fullest? Certainly not close the door to potential buyers. And the line in the fitting room is much better to create the illusion (or not the illusion?) of high demand than the dialogue in the style of “Have you booked? No? Then forgive me.”
By the way, there are other trends. Well, the fact that everything has risen in price — and if a couple of years ago you could buy a dress here for 5-7 thousand, and now it costs at least 15 — these are trifles. Something else is more interesting. Firstly, the SALE section disappeared somewhere, where you could previously find a blouse with a 70% discount and the note “last size”. But it's new! — cashmere coats worth 159,980 rubles appeared. Cool. If you connect a little fantasy, this can be seen as a cunning role-playing game inside the world of fashion. A young progressive brand plays according to the laws and the genre of «heavy luxury» — we are, they say, above all sales! — and at the same time offers customers expensive «coat-investment». So, sir, you rented a room in Stoleshnikov Lane — and as if you joined a premium club? Oh well. But the devil doesn't seem to be wearing their clothes yet.