Thousands of people stood in line for hours — some even waiting overnight — for a clothing sale in Vancouver this week, in what one consumer expert says is a reflection of clever marketing and the cost-of-living crisis.

The Aritzia warehouse sale has been a late-summer tradition for years, and it seems to keep growing in popularity, especially among Gen Z women.

It kicked off on Monday with a friends and family sale before opening to the general public on Tuesday.

Olivia Brown and two of her friends brought chairs and a towel to stay in line overnight before the store opening.

"I didn't sleep," she said. WATCH | Thousands line up for annual clothing warehouse sale in Vancouver:

Aritzia warehouse sale kicks off at Vancouver Convention Centre | Hanomansing Tonight 2 days ago The Ar

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