A long wait that saw eager customers camp out in front H&M stores came to a frenzied end with yelling, scuffling and shopping pandemonium. (Image : Yonhap)
SEOUL, Nov.6 (Korea Bizwire) – A long wait that saw eager customers camp out in front H&M stores came to a frenzied end with yelling, scuffling and shopping pandemonium.
On the day that new products created as part of collaboration between Balmain and the Swedish SPA brand H&M were released, hundreds of people waited in line in front of the H&M store located at the Noon Square shopping mall in Myeongdong. Some had even been waiting for a week, camped out in front of the store. There were more men than women in line.
Officials from H&M say that approximately 400 people were waiting in front of each of its Myeongdong and Apgujeong stores, and more than 100 people were in line at the Centum City store in Busan.
Five groups of 30 people first entered the store. The others received bracelets with their turn written on them and went elsewhere to wait. (Image : Yonhap)
Five groups of 30 people first entered the store. The others received bracelets with their turn written on them and went elsewhere to wait.
Shopping started at 8 a.m. sharp. After the first group shopped for 10 minutes, the second group entered after a 5 minute break and shopped for 10 minutes.
The first consumer to leave the store testified that the inside was a total disaster. Lee (19), who made the first group after sleeping in front of the store for five days, said that everyone ran to the clothes and started grabbing. Some shoppers grabbed the same item and then fought over who would get to purchase it.
H&M officials explained that they also had trouble restocking products as customers were flinging themselves on the clothes and clearing off the shelves in a frenzy.
They explained that restrictions were enforced so that one person could only buy one piece of clothing per style. However, resellers were said to be working in teams to buy the products they planned to sell. (Image : Yonhap)
Some customers who were at the back of the line claimed that those in the front were mainly ‘resellers’ who planned to sell the clothes online at higher prices. Considering that Balmain is a high fashion brand, resellers say that there are consumers who are willing to buy the product even if the price jumps four to five times.
H&M officials said that the men’s clothes displayed on the shelves were pretty much gone two minutes after the first group went in, and by 10 a.m., most of the men’s apparel in stock was said to be gone.
They explained that restrictions were enforced so that one person could only buy one piece of clothing per style. However, resellers were said to be working in teams to buy the products they planned to sell.
In the mean time, ordinary customers watched in awe as the spectacle unfolded.
Yoon (59), said she came by to catch a glimpse of the people in line since she saw them on the news.
Seo (26), said she took a day off work to buy a jacket at H&M, but was dumbfounded at the sight of people in line. “I’m quite angry at the resellers that come out of the store with so many shopping bags, but what can we do? After all there are people that still buy clothes from them.”
By Francine Jung (francine.jung@kobizmedia.co.kr)
