Pop-Up Stores are Hotter than Ever !
Pop-up stores are hotter than ever, with several major brands, reinterpreting the traditional pop-up model, thus finding the most innovative ways of engaging with consumers.
The retail real estate event MAPIC, held from 16 to 18 November, in Cannes, France, will highlight some of the hottest new pop-up trends emerging around the globe.
Among the conferences, two of them have particularly caught our attention:
The first is POP UP STORES – SPECIALTY LEASING FOR SUCCESS! This conference deal with O2O & Innovation and ask questions such as:
Pop-up stores, kiosks, corners… What is the best physical solution for brands and pure players?
O2O: how to integrate pop-up stores & physical commerce in your 360° strategy?
The second is LUXURY & PRESTIGE RETAIL – BEST INTERNATIONAL LUXURY EXPERIENCES This conference deal with O2O & Innovation and ask questions such as:
High streets, e-commerce, transit zone or shopping centre: the best buying marketplace?
How luxury brands use digital tools to increase revenues?
Storytelling, social luxury & personalised customer journey: how to develop client insights & recognition?
This retail real estate event is an excellent opportunity for CPP-LUXURY.COM to make a review of the market conditions and to speak about how the industry is innovating.
Pop-up´s are a relatively cost effective tool to bring an instant fresh approach to offline and online retail. Pop-up´s are also a very efficient research tool to better understand the needs of consumers.
Michael Kors presented this Fall a new retail lab concept at his store on 384 Bleecker Street. The space, which is formerly a Michael Michael Kors lifestyle store, reopened as The Kors Edit. The brand has described the new space as a “serialized pop-up shop.”
Unlike your traditional pop-up shop, this isn’t a temporary space. However, it will be re-merchandised monthly according to theme.
The first “pop-up” will be School of Sport, which will focus on ath-leisure. Most of the floor will be devoted to sneaker displays, men’s and women’s collections, and Michael Michael Kors. There is also an emphasis on handbags, fur pom-pom accessories, and a selection of sporty ready-to-wear.
In September, the store will be merchandised to align with New York Fashion Week. On the day of the Michael Kors show, a selection of spring runway bags, shoes, and rtw will be available in the store.
For October, a street style theme will be available in correlation with the brand’s first street style campaign titled “The Walk” shot by Tommy Ton. Other merchandise themes are still being determined.
Hermès is encouraging its customers to take their cherished silk scarves to the laundromat. As it prepares to celebrate the 80th anniversary of its signature silk squares next year, the French luxury firm is launching a series of pop-up spaces, dubbed Hermèsmatic, where customers will be able to dye their old scarves to give them a new lease of life.
The temporary units were gradually launched in Strasbourg, Amsterdam, Munich and Kyoto. Washing machines in the brand’s signature orange color give scarves a blue or pink rinse, and a dryer restores them to their original softness. The process takes 48 hours and is free of charge.
Apart from laundering, the spaces will also sell patterns from the Hermes archives.
In August, Kanye West opened simultaneously 21 pop-up stores for only one weekend in August to sell his “Life of Pablo” merchandise. West announced the move on Twitter three days before the actual opening of the pop-up stores with a map of the stores that were located in cities in the United States, Australia, England, Germany, South Africa and Singapore. The exact location would be announced 24 hours in advance on the musician’s website.
West, currently on a US tour promoting his “The Life of Pablo” album, has become a sought-after fashion designer, launching his latest collection of casual wear at New York’s Madison Square Garden in February.
Prices for West’s Yeezy line of sneakers have fetched 10 times their sticker price, with some pairs fetching more than $4,000 in the re-sale market.
A New York pop-up store in March for the Pablo merchandise had shoppers lining up for hours to get a piece of the clothing.
U.S. based beauty giant Elizabeth Arden has taken a technologically driven approach to a pop-up. Elizabeth Arden has launched a pop-up store in Singapore, featuring a smart mirror and an interactive wall that tells the history of Elizabeth Arden, outside Robinsons at The Heeren to mark the roll-out of its latest product.
The pop-up retail space which was developed is embedded with state-of-the-art in-store analytics hardware and software, and adopts a holistic approach driven by measurement of returns on experience through technology.
Are you an entrepreneur ?
Do you have a brand?
Do you want to increase your catchment area ?
Or attracting more customers?
Learn more on the subject at the dedicated event MAPIC -an international retail property market.
I partnered with the brand to write this article but every word is mine