Swedish brand Monki held an opening party for their first retail shop in Asia on Wednesday night. Their Hong Kong store is located right next to H&M, in the Langham Place shopping mall in Mongkok. The turnout for the opening was huge, and the packed store was a jungle of people literally clutching armfuls of clothes.
Monki offers a killer equation – H&M prices for clothing that’s quirky and stylish. The brand describes itself as a mix between “Tokyo street style and crisp Scandinavian looks.” Whatever it is, it totally worked!
Celebrity models and common folk alike were grabbing up items like it was a going-out-of-business sale.[photopress:monki_girl_clothing_brand_sweden.jpg,full,pp_image] [photopress:Monki_store_shop_hong_kong_HK.jpg,full,pp_image]
The savings on opening night were 20% off, but by the frenzied shopping it seemed like much more.
Monki, which is owned by H&M, took a page from their parent’s playbook. The strategy of an opening night discount (an H&M tactic,) works. Not only does it entice people to the preview event, but it gets people talking about their brand and wearing their clothing immediately.
With Monki’s already affordable prices, there’s no hesitation to buy, as people feel like they are getting a major deal right away. The word of mouth for Monki over the next few days is going to be huge.
Inside the shop, the line to check out was long, though at least there were cupcakes and lollipops within reach as a consolation. Music for the event was provided by DJs Miss Yellow and Wendy Wenn.
DJ Miss Yellow
Langham Place was crowded, and the balconies several stories up were filled with onlookers checking out the scene. Monki heavily branded the interior and exterior of the shopping mall, introducing passerby to the new label and their mascots.[photopress:Monki_hong_kong_store_opening_HK.jpg,full,pp_image] [photopress:Monki_hong_kong_store_Langham.jpg,full,pp_image]
Shop L1, (29-31) Langham Place Shopping Mall
(By MTR, take Exit C of the Mongkok MTR station)