Pop up stores: Fashion week's marketing gold

As 2016's New York Fashion week comes to a close, there is a new trend brewing among our top designers and it isn't just bold colors and fresh designs. Marketing gold has been struck among New York's top designers: Pop up shops. This is a revolutionary idea that has become a new and improved way to connect with editors, customers, and create a buzz about an upcoming collection.

For those who aren't familiar with the concept… pop up stores are shops that designers rent space for, usually for a span of 2-3 days, where consumers and editors alike have access to runway designs just days after them being on display. This is much different from years past, where designers normally showcase a collection for the next season on the runways and then you wait until that next season to have access to the clothes. So instead of being greeted by the designs to come for the spring of 2017, consumers and editors were shocked to find top designers showing looks for the coming fall season. And even more surprising than seeing fall looks on the runway was the fact those consumers could buy them just days after seeing them.

So how does this apply to marketing?

This trend is revolutionary in comparison to anything done previously in NYFW. By transforming these collections into ready to sell products, consumers are getting to buy the products directly from designers. This cuts out the waiting for stores to have the looks they want in stock, and minimizes the time they have to wait for them. Because the consumer can get the styles that want and don’t have to wait, designers are going to increase sales and make also start to reestablish brand loyalty. This see-now-buy-now method seems to be the direction the industry is going toward, which is a wise business moves on these designers part.

In addition to increasing sales, the designers involved in these pop-up stores are also increasing the attention they get from the media. Up until recently, Tommy Hilfiger had been a brand we haven’t seen in stores and sported on the streets in quite some time. But that’s nothing a pop up carnival and Gigi Hadid can’t fix. From the release of the event Tommy’s Pier he has had numerous articles written about him and his clothes will no doubt be in high end department stores and boutique's across the country. And similar brands including Tom Ford, Thakoon, Burberry, Rihanna, and the Jenner sisters have hopped on the pop up bandwagon and it seems to be paying off. If you scan any fashion magazine/website these designers and their pop up events hold the entire spotlight, receiving the most attention from reporters and consumers alike. This increased media exposure will definitely have a positive effect on designers sales. 

 

But most importantly, this is revolutionizing the shopping experience for customers. It makes in much more personal (pop up shows often had customizable stations where you can make signature pieces one of a kind) and adds a type of exclusiveness that people like to see. Because the stores are only there for a short period of time, only so many people have access to them. Customers love the feeling of getting access to something that not all other consumers have. It adds excitement to the total shopping experience, and consumers are always looking for the best products and the best experience possible. So the designers who host these events will no doubt be the designers who do the best this fall.

Be sure to follow all of your favorite designers as the fall season approaches, you never know what stores could pop up near you!

Links:
http://www.vogue.com/13472003/new-york-fashion-week-spring-2017-preview-nyfw-shows/
http://www.hollywoodreporter.com/news/new-york-fashion-week-pop-up-shops-selling-designer-runway-clothes-jewelry-more-924631

(Photos credited to billboard.com, thekikistylediary.com, blog.thestorefront.com)