Young Montreal entrepreneurs have decided to offer a 10% discount in tribute to Queen Elizabeth II, in an ironic way.
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One can read on the window of Ninety, a clothing store of the 1990s, “10% RIP the Queen”, a graffiti in pink letters.
“It’s a little provocative, but the Queen’s death created quite a buzz in the media when the rest of us knew our audience was not at all interested in this news. We took the opportunity to make a little joke”, explains the marketing director of the store Cédric Comte.
A joke popular with young people
And the joke seems to be appreciated by young people, the clientele that the store is trying to reach. Mr. Comte ensures that for the past few days, more people have entered the store and many laugh at the audacity. The ad also catches the eye of older passers-by, but they view it with more surprise. “We are very ironic and our customers know it. The others are in the void, we play on it,” says Mr. Comte, who is also a student at HEC Montreal.
Even though the business has just opened on Saint-Denis Street in Montreal last July, this is not its first marketing move. The partners wish to stand out by displaying communication that is intended to be “daring”. A few weeks ago, they published a video on social networks showing a graffiti artist vandalizing their window, which caused a lot of talk. The next day they announce that it is nothing but a fake. The artist in question was actually going to exhibit in their store.