The Row: 15-hour wait for the private sale

The Row’s private sale draws crowds in New York, with queues lasting over 15 hours and viral accounts on social networks. How does it work?

Luxury brand The Row, founded by Mary-Kate and Ashley Olsen, held its famous private sale on November 23 at Manhattan’s Metropolitan Pavilion, but this year the event is attracting unprecedented attention. Initially reserved for those close to the brand, this annual sale sees thousands of fans, willing to wait for hours, share their adventures on TikTok and Instagram.

Queues and viral testimonials

Testimonials are pouring in, showing customers determined to gain access to the New York label’s exclusive pieces. As Samantha, a participant on TikTok, recounts, queues reached up to 15 hours, a waiting time she optimized by hiring someone to hold her place. Other buyers, impatient but determined, show up carrying their bags full of precious acquisitions. Some even refuse to wait more than five hours, preferring to return the following day for more favorable conditions.

This private sale offers discounts of up to 75% on timeless pieces from The Row. It gives fans access to items originally priced at several thousand euros. These discounts make iconic items such as the Margaux bag and plastic sandals, originally priced at 990 euros, accessible. The Row, known for its minimalist aesthetic and exceptional materials, captivates with designs that oscillate between classic and iconoclastic.

Fascinating strategic discretion

By cultivating confidentiality, The Row adheres to a code of discreet luxury, reinforced by a ban on photographing the inside of sales or fashion shows. This rule, faithfully respected by the Olsens, adds an aura of mystery that fuels curiosity and attracts crowds. Discretion is a sign of status for The Row customers, far more so than ostentatious display.

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