Thousands of people queued for hours, some even waiting overnight, for a sale of clothing in Vancouver this week, in what a consumer expert says is a reflection of intelligent marketing and the crisis of cost of living.
The sale of Aritzia stores has been a tradition of late summer for years, and seems to continue growing in popularity, especially among the women of generation Z.
He began on Monday with a sale of friends and family before opening the general public on Tuesday.
Olivia Brown and two of his friends brought chairs and a towel to stay in the night line before opening the store.
“I didn’t sleep,” he said.
The sale of Aritzia Warehouse, an annual event that sees thousands rumn through clothing and discount batteries, has returned to the Vancouver Convention Center. Friends and family day began on Monday, and the event opened to the public on Tuesday.
The company was founded in Vancouver in 1984 and now has more than 100 stores in North America.
“It is not organized at all, everything is everywhere,” said Stella Walle-Jensen after passing through the warehouse. “But honestly, while caves through batteries, you will find things.”
The main sales become social events
Melise Panetta, marketing professor at the School of Business and Economics of Lazaridis at the Wilfrid Laurier University in Waterloo, Ontario, said that multiple factors provide impulse to the main sales events such as these, including the high cost of living that has hindered young people who make large purchases.
High profile sales also make people feel less regret or regret of the buyer, he said, because they can justify their purchases saying “once a year” or “everyone is doing it.”
“This type of movements take a life of their own, and what ends up happening is that it is almost as if the logic was no longer an important role in the decision -making process,” Panetta told CBC News.
He compared Aritzia’s madness with Black Friday sales, saying that the limited time promise of articles marked by up to 50 percent is an important psychological driver for consumers by creating a feeling of scarcity.
Panetta said people also are more likely to make a purchase after waiting hours in line, even if the offers are not as good as they expected. This is because their time dedicated to row becomes a “sunken cost”, making consumers feel that if they do not buy something, they have lost their time.
But everything also becomes an important social event, he said, which takes value beyond purchases itself.
“It is your appointment day without place. Girls Day or the day of purchases or whatever they are doing to make it a thing,” he said. “Because really, nobody needs such bad clothes.”
Panetta said that the social aspect is an important driver, especially for the Z generation, with trends such as Tiktok “Shein Stars”, named for the Fast Fast Fashion Brand, which encourages people to show their purchases of online clothing.
Some wait in the row earlier this week said they were waiting to hook “Super Puff” jackets, which can regularly go for several hundred dollars.
The ‘minimalist’ clothes have a great attraction: stylist
Vancouver Kam Bhalla stylist told CBC Radio On the coast That the “minimalist aesthetics” of the brand attracts generations and demography, with items such as the suit and “effortless pants” dressed as the most popular.
She said Aritzia exploded after the COVID-19 pandemic and has been driven by the support of celebrities from people such as Kendall Jenner and Hailey Bieber.
“Be it the teenager of the mother’s working mother who stays at home, talk to everyone,” Bhalla said.
The sale continues until Monday at the Vancouver Convention Center.
