Imagine you buy an item of expensive clothing from an exclusive boutique. You wear it a couple of times, but then it falls apart. Disgruntled, you march back for a refund — only to find that the darn place has disappeared and nobody knows where it’s gone.
Should you be annoyed? Not at all. Your predicament only goes to show what an achingly hip chick you are and how cool it was of you to spend so much money in a guerrilla store.
Guerrilla retailing is, we discovered last week, the future of fashion, and now it’s coming to Scotland. The idea is that a fashion business sets up quickly in some run-down premises and sells cool couture for a short while to the few beautiful people in the know. And then the shop vanishes, leaving everybody involved feeling terribly smug and ever so cutting-edge.
Comme des Garçons is the first in this new wave of “pop-up retailing”, selling its wares from a Glasgow warehouse. Apparently, this is a wildly adventurous concept and will fill shoppers with excitement — but only so long as they relish searching high and low for a shop, never knowing if it’ll be there when they reach it. Imagine getting inside only to hear some anorexic poseur sneering: “This place is so over. It’s not a patch on that cave in the Cairngorms, but of course that’s closed now.”
Plainly, guerrilla retailing is more about one-upmanship than style, but I’d be happy to shop there, especially if — as is usual with this kind of here-today-gone- tomorrow business — it has a big banner over the door that reads: “Everything in store £1 or less.”