What's the smartest way of getting rid of all your backstock & rejected leftovers from your showroom/warehouse? No, not by marking them down by 90% and hoping some poor student (me) picks it up and has their day made because they feel like they've gotten a crazy deal even though the pieces are a little wtf? BUT by marketing the crap out of it. Ann Sofie Back is a true businesswoman and proves that any type of publicity is good publicity. Back took her rep of topping multiple "worst dressed" lists and spun it in a way that not only helps her financially, but socially as well. What's her idea now? A new take on the guerilla store - a hostage store.
A four-part series of YouTube videos was released early last month featuring four Anna Wintour Halloween costumed look-a-likes who kidnapped Back and threatened to not release her until she stopped committing crimes against fashion. The "crimes against fashion" are showcased in a hostage store in Stockholm, which features her fall 2009 collection and leftovers from previous seasons that buyers have rejected. And yes, they're there for you to purchase. The store also features thousands of fashion images by Back and photographer Anders Edstrom originally commissioned by Dazed & Confused but never printed. The premise of the store being absolutely negative and with failure written all over it has had huge success. Back may have made some questionable design decisions, but this is probably the smartest way to spin her bank of 'failures'. Back said the store has been so successful that she's worried that she's going to run out of merchandise. Never have I seen so many wrongs make a right.
Pics of the store after the jump.
Pics via NY Times Moment
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