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The Store has no outdoor signage. There's nothing that indicates that it's even a store.
Does this building not have a name??
This creates an illusion that they aren't trying to sell to just anyone who walks in off the street. You have to know it's there or you miss it.
I think I should check this out!
This enhances it's mystique feel and sense of exclusivity . Consumer, who may feel uncomfortable with being excluded, will more be likely to visit the store and make a purchase. And thus fooled!
Wow, I'm so smart - it's a store!
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