Promo for youthful label crowds out tai-tais and the usual suspects

PUBLISHED : Monday, 12 April, 2010, 12:00am
UPDATED : Monday, 12 April, 2010, 12:00am

If Lane Crawford is trying to woo a younger fashion clientele, its latest pop-up store within a store is definitely hitting the target. Even before the launch party for American Apparel started last Friday evening, the IFC store was already filling up with customers eager to snap up the trendy US label, known for its casual cool, sexy ads and bright colours.

Usually, the department store's cocktails tend to be relatively sedate affairs, with tai-tais and society girls standing around gossiping about lunch and manicures. Not this evening. A far younger and energetic crowd attacked the merchandise. Perhaps it helped that the gear is also quite affordable compared to the retailer's usual nosebleed high-end prices.

'All the men's silver jackets were gone in a flash,' a Lane Crawford marketing rep said not half an hour into the event. She also told us shoppers wanted to buy the clothes even as they were setting up the display the day before. So her advice is: you snooze, you lose. 'The pop-up store is only until May 11, so after that it's gone.'

In hindsight, the store probably didn't even need to invite some of the familiar local faces to show up wearing the label's clothes for publicity. In fact, for some of the celebrity models whose younger years are fading fast in the rear-view mirror, American Apparel's cut-off shorts and slacker chic simply makes them look like desperate, cheap floosies. There is something to be said for dressing your age.