近日，设计师女装品牌TWOI在上海开设的首家门店引发了广泛关注。据报道，8月16日，该品牌位于上海CP静安商场一层的门店在开业当天，由于顾客排 队情况过于拥挤，出现了秩序混乱，甚至有顾客晕倒的情况。随后，相关部门要求该门店即刻停止营业，以确保顾客安全。 据现场顾客反映，排队情况十分严重，有人从早上7点开始排队，直到下午5点半左右才得以进店。由于排队是露天的，高温天气下不少顾客出现了中暑症 状。社交网站上，网友们纷纷吐槽新店开业的混乱场面，有人还发布了现场视频，显示排队者之间发生了冲突。 面对这一突发情况，TWOI品牌迅速作出反应。8月16日晚间，该门店贴出了闭店通知，表示将按照相关部门要求即刻停止营业，并承诺恢复营业的通知将 以官方公示为主。同时，品牌也在其小红书官方账号上发布了道歉信和门店整改方案，表示将启用预约机制，并对热门款式开启线上预售。 TWOI品牌自2018年创立以来，一直以18-28岁的年轻女性为目标消费群体，专注于研究她们的喜好和需求。品牌以清新的装饰风格和治愈力满满的服装产品 赢得了不少消费者的喜爱。此次上海门店的开业风波虽然给品牌带来了一定的负面影响，但通过及时的整改和道歉，TWOI品牌已 ...

Core Insights - TWOI, a designer women's clothing brand, opened its first store in Shanghai in mid-August, generating significant customer interest and long queues on opening day [1][3] - The brand's popular product, the "werwer hairpin," has seen its resale price on second-hand platforms soar to 1.9 to 5.8 times its original price [7][8] - Following safety concerns and a temporary closure, the store implemented a reservation system for customers to manage foot traffic [1][5] Company Overview - TWOI Design Lab, founded in 2018 by Bing Xiong Xiao Ying, targets young women aged 18-28 and focuses on their diverse needs [8] - The brand entered the e-commerce market in 2022 and opened its first permanent offline store in Beijing in May 2024 [8] - TWOI's sales performance during the "6.18" shopping festival exceeded expectations, achieving a GMV of 200 million yuan [8] Store Operations - On August 22, the reopened TWOI store in Shanghai saw minimal customer traffic, with staff outnumbering shoppers [5][6] - The store has adopted a QR code reservation system to control the number of customers entering, gradually increasing the hourly capacity from 30 to 100 [5][6] - Despite the initial hype, the actual customer turnout has been less than 30% of the reserved slots [5][6]