Upscale U.K. department store Harvey Nichols positions its women’s-wear department as the answer to a holiday-season anxiety for potential customers: that after searching for the perfect party getup, they’ll be upstaged by another woman wearing the same thing. This “nightmare” scenario is taken to an extreme in a humorous video: Two women at the same party are wearing the same distinctive red dress, and instead of figuratively shooting daggers at each other, they start shooting red lasers from their eyes, destroying much of the space. Eventually one of the women is defeated—but then a third woman arrives in the same dress, and a new battle begins.
“Avoid a same dress disaster this season,” says the on-screen copy at the end. This type of retailer can’t compete on price, but it can compete with the ubiquitous chains on unique offerings that are perfect for showing off at holiday parties.