How to keep your store empty

Are clients bothering you? Can't be asked pitching your offering? Ask James Perse how to keep them away!

·         Take one of the busiest retail location in America: The forum shops at Ceasars Palace in Las Vegas.

·         Cover your window front with black panels, just to make sure that no one can see inside your store.

·         Announce a ‘Private sale’, an event that would make sense in New York or LA, but hardly does in Sin City, where most shoppers are tourists.

·         Inside: keep it simple and display some white, gray or black cotton shirts at $80+.

I passed by the store 3 times over the weekend and I have never seen anyone in the store. In fact, Harry Winston, who sells 5 figures diamonds next door was a lot busier.

Bottom line: Use marketing gimmicks such as private events or simulated shortage cautiously!