guerilla retail

You may or may not have heard of the Comme Des Garçons guerilla stores. These stores are located at obscure locations around the world and are only open for a fixed period of 1 year regardless of whether a profit is made. Their off beat locations take advantage of the low rentals that are offered and the fixed operation period frees it from having to wait to turn a profit, as unprofitable stores will be closed. Costs are also kept low by removing the need to excessively renovate a shop space, like a permnant store would require.

The guerilla retail concept is really not a fresh idea. It is already commonly practised. A example is this drinks stall operated from a van along Orchard Road. It may lack the intentional inconspicuousness of the CdG stores, but it is done in the very same spirit. The mobile retail space allows the operator to move according to availability of business opportunites and is not affected by factors like locality and other contractual liabilities. The mobile nature of the stall also allows it to occupy a strategic point in a major pedestrian thoroughfare. It may be there now but it may not be there afterwards. I would argue that this pushes the guerilla retail concept even further. Its transcient nature is even more pronounced, giving a stronger sense of impermanence. It is able to position itself where it makes the strongest impact and disappear and reappear without notice.

Another place where the guerilla concept is applied is the pasar malam (or night market) where stalls (as opposed to stores) are opened at an empty location for a fixed period of time.

The Comme Des Garçons guerilla stores concept are really not so edgy but only rehashing a tried and tested retail strategy. But this should not detract from the edginess and originality of their products although some are not always wearable in normal circumstances. If you are interested in seeing the CdG store in Singapore, it is at 26A, Temple Street. Opens till 26 April 2005.