144) Created Exclusivity

These days it's common to see upper echelon brands such as Louis Vuitton and Gucci in Korean shopping centers. The store fronts are all glass and brushed rose gold-looking metal, with the bags of the moment sitting plump and resplendent in their logos, much like you'd see in the states. What you don't usually see at home is the line of people waiting to get into the store. The roped off queue and bouncer usually reserved for special events like iPhone release dates is an every day thing at these stores.

By controlling the number of people who enter the store at one time, these brands take the idea of exclusivity and luxury to the next level. It's not enough to be paying thousands for one handbag. There's an added (emotional) value after you've had to wait twenty minutes in line to simply get into the store. An every day visit to Louis Vuitton, even just to browse, feels like an event. This concept of creating exclusivity is rampant in marketing, but seeing it in an already-luxury brand gave cause for note. Also pondering why this isn't the case in the US - why it wouldn't work there.

(Mini aside - Traveling to Xian via overnight train tonight. We should have internet when we get there, but who knows. Keep 'em crossed.)