Shopper stampede reveals how Glassons became a Gen Z cult favourite

Some further digging revealed that a rebrand a little over a decade ago saw Glassons pivot towards fast fashion aimed at Gen Z shoppers.

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That affordable pricing, along with successful social media marketing using influencers (they have someone called Sophia Begg, who appears to be popular) and rapid inventory updates seems to have gained Glassons a cult following.

MORE:Man visits Ikea 14 times to prove bizarre theory To create a stampede, they merely needed a small tweak to mobilise that following. On this occasion, it was simply opening a store with the promise of gift vouchers and curated gift boxes for the first through the doors.