Waiting for the opening, there were five blocks in a row, young people camping since dawn and a massive demand for consumption. The phenomenon took place this Thursday on Florida Street, where hundreds of people began to gather hours before dawn to secure their entry
.
The store opened its doors at 12:30, but the expectation had been built much earlier. Since five in the morning there were already fans stationed on the pedestrian street, while the line extended for several blocks before the start of the activity. The scene, mostly featuring teenagers and young people, reflected a high level of enthusiasm for the brand's arrival in the country
.
The phenomenon is not isolated. It had already been observed with other international firms such as Decathlon and Victoria's Secret, which also summoned crowds at their landings. In this case, the public response once again highlighted a strong willingness to consume.
Many of the attendees presented themselves with red garments, the brand's characteristic color, while others chose to dress as anime characters, in line with the profile of the target audience.
The company's commercial strategy included specific incentives: the first 200 people who fulfilled the dress code received prizes, and dynamics were organized within the venue, such as the search for hidden tickets and the game “Winning Minute”, which allowed participants to take products in a limited time.
Beyond the promotional component, what happened on Florida Street exposes a reality that contrasts with the discourse that operative journalism seeks to install about a supposed generalized “crisis” and a low level of consumption.
The blocks in a row.
Far from that narrative, the scene showed thousands of people lining up for hours, and even camping, with the goal
of shopping.
Miniso's investment plan
In this context, the arrival of new international brands is also due to the scenario of greater economic stability, which creates conditions for investments of this type under the management of President Javier Milei
.
The company itself announced an investment of 50 million dollars to open 100 stores over the next five years and the creation of between 800 and 1,000 direct jobs.
The expansion will continue with a second store in the DOT Baires shopping mall, which will function as a flagship store, with 500 square meters and a design aligned with international standards, which is expected to open in May.
Thus, the image of five blocks in a row and consumers waiting since dawn not only marked the landing of a new company in the country, but also reflected the reality about the true state of consumption in Argentina.
