{"id":3579,"date":"2019-03-05T13:13:11","date_gmt":"2019-03-05T07:43:11","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3579"},"modified":"2024-04-30T10:10:52","modified_gmt":"2024-04-30T04:40:52","slug":"the-pop-up-economics-in-the-fashion-industry","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/the-pop-up-economics-in-the-fashion-industry\/","title":{"rendered":"Pop-up Economics: Reshaping The Fashion Industry With New Paths to Purchase"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f529a52a1f7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f529a52a1f7\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/the-pop-up-economics-in-the-fashion-industry\/#exploring-unchartered-territory\" title=\"Exploring Unchartered Territory\">Exploring Unchartered Territory<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/the-pop-up-economics-in-the-fashion-industry\/#increasing-brand-engagement-and-awareness\" title=\"Increasing Brand Engagement And Awareness\">Increasing Brand Engagement And Awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/the-pop-up-economics-in-the-fashion-industry\/#an-avenue-to-understand-consumers-better\" title=\"An Avenue To Understand Consumers Better\">An Avenue To Understand Consumers Better<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/the-pop-up-economics-in-the-fashion-industry\/#the-vertical-connection\" title=\"The Vertical Connection\">The Vertical Connection<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400\">In a world where consumers always want the best shopping experiences, having an online-only or just a brick-and-mortar presence doesn\u2019t cut it. The landscape of brick-and-mortar retail stores has been evolving constantly and now is all about experiential retail for consumers. This poses the perfect environment for the <\/span><a href=\"https:\/\/www.ama.org\/marketing-news\/the-magic-of-pop-up-shop-marketing\/\"><span style=\"font-weight: 400\">$50 billion<\/span><\/a><span style=\"font-weight: 400\"> industry of pop-ups to flourish. While the concept itself is certainly not new, pop-ups are increasingly trending as a way for brands to provide consumers the immersive shopping experience they crave.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In fashion, providing bespoke shopping experiences, and keeping the shopper excited for new unforged experiences and products, make or break a sale.&nbsp;<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400\">How do some brands adopt this strategy?<\/span><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"exploring-unchartered-territory\"><\/span><b>Exploring Unchartered Territory<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Being in the right place, catering to the right kind of consumers is an extremely crucial driver of growth for any brand. Fashion brands are looking to test new products or markets to open pop-ups before setting shop permanently. Pop-ups can save brands abundant costs because they don\u2019t require long-term retail leases and excess inventory, proving to be extremely cost-effective.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Also, for those online-only fashion brands that want to test the waters in physical retail, pop-ups are clearly the way to go. They cost <\/span><a href=\"https:\/\/www.thestorefront.com\/mag\/what-exactly-is-a-pop-up-shop\/\"><span style=\"font-weight: 400\">80%<\/span><\/a><span style=\"font-weight: 400\"> lesser than a permanent retail space and are easy to set up, proving to be an economical, quick way to explore offline reach.<\/span><\/p>\n<figure id=\"attachment_3585\" aria-describedby=\"caption-attachment-3585\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3585\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/indo-spring-650x415-300x192.jpg\" alt=\"\" width=\"750\" height=\"479\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/indo-spring-650x415-300x192.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/indo-spring-650x415.jpg 650w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3585\" class=\"wp-caption-text\">Source: Rentfrockrepeat<\/figcaption><\/figure>\n<p>Known for its affordable offerings of bespoke suits, menswear brand Indochino is an excellent example of a brand that took to pop-up shops to test its offerings in multiple markets. With its <em>Traveling Tailor tour,&nbsp;<\/em>the brand had style consultants stationed at its pop-ups to help shoppers get measured, fitted, and styled. Apart from basic measurements, the style consultant gathered detailed inputs right from where a shopper would wear the suit down to the selection of color, pattern, and lining. After this, all the shopper had to do was pay for their customized suit and enjoy the pleasure of having it delivered right to their doorstep.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"increasing-brand-engagement-and-awareness\"><\/span>Increasing Brand Engagement And Awareness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Pop-ups are a great way for brands to engage with shoppers in an environment where they are more likely to interact intensely. These stores help a brand extend its reach to a different demographic segment than its mainstream shoppers, ie consumers drawn in by social media buzz or perhaps passers-by who haven\u2019t chanced upon the brand earlier.<br \/>\nAs many as 88% of shoppers reveal that they research products online and then eventually purchase them in a store. This is also true in the case of fashion where potential customers are comforted by being able to try before they buy. Shoppers want to feel the fabric and texture and see the colors and patterns of the outfits they want to buy before actually investing in them. Setting up pop-up stores can help fashion brands solve this issue with minimal investment while also addressing shoppers\u2019 concerns on the spot and having a more direct influence on buying decisions.<\/p>\n<p><iframe loading=\"lazy\" title=\"Marc Jacobs Daisy Tweet Shop: London\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/s7dV3Qtocuc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">Marc Jacobs\u2019 namesake fashion label once did a brilliant job of this by using one of its pop-ups to promote its Daisy fragrance line. The store known as the <\/span><a href=\"https:\/\/mashable.com\/2014\/02\/06\/marc-jacobs-tweet-store\/\"><span style=\"font-weight: 400\">Daisy Marc Jacobs Tweet shop<\/span><\/a><span style=\"font-weight: 400\"> accepted social currency in exchange for its products. All shoppers had to do was tweet, put up photos on Instagram, or post on Facebook with the hashtag #MJDaisyChain and they could walk out of the pop-up with Marc Jacobs products.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"an-avenue-to-understand-consumers-better\"><\/span><b>An Avenue To Understand Consumers Better<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">There\u2019s certainly no denying that plenty of valuable consumer data can be extracted online via sources like clicks and dwell time. However, the data that fashion brands can obtain in real life through pop-ups tend to be more authentic, courtesy of face-to-face interactions. Pop-ups can in fact prove to be a goldmine for those fashion brands looking to understand their consumers better because shoppers who walk-in end up voluntarily sharing details and insights that would have most likely been quite difficult to capture online.<\/span><\/p>\n<p><span style=\"font-weight: 400\">While brands can certainly go the way of surveys, face-to-face interactions at pop-ups prove more effective in getting first-hand, immediately relevant customer inputs on products and services.<\/span><\/p>\n<figure id=\"attachment_3586\" aria-describedby=\"caption-attachment-3586\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3586\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/0001aaasel-300x214.jpg\" alt=\"\" width=\"750\" height=\"536\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/0001aaasel-300x214.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/0001aaasel-768x549.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/0001aaasel-420x300.jpg 420w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/0001aaasel.jpg 810w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3586\" class=\"wp-caption-text\">Source: FashionUnited<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Take Vivienne Westwood\u2019s pop-up store that opened in London last year for instance. The designer used the store to express her radical opinions by offering an exclusive collection inspired by military outfits accompanied by an army base store design and graphics of taking on huge corporations that fail to offer sustainable solutions.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-vertical-connection\"><\/span>The Vertical Connection<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3590\" aria-describedby=\"caption-attachment-3590\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3590\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/https___blogs-images.forbes.com_lelalondon_files_2019_02_V7A6296C-1200x801-300x200.jpg\" alt=\"\" width=\"750\" height=\"501\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/https___blogs-images.forbes.com_lelalondon_files_2019_02_V7A6296C-1200x801-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/https___blogs-images.forbes.com_lelalondon_files_2019_02_V7A6296C-1200x801-768x513.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/https___blogs-images.forbes.com_lelalondon_files_2019_02_V7A6296C-1200x801.jpg 960w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3590\" class=\"wp-caption-text\">Source: Snapchat<\/figcaption><\/figure>\n<p>With vertical integrations are its peak, with the toy brand Lego and their recent collaborations with Snapchat launching a limited edition clothing line at a pop up in Soho, London. The only catch? the physcial store was empty except for a Snapcode mounted on a lego plinth. Designed to be a complete AR boutique experience , the entire collection of streetwear was made online shoppable entirely through the app. The collaboration is first many new innovative, retail experiences strategized to hit the markets in the upcoming years.<\/p>\n<p>Pop-ups can work extremely well to surprise and delight consumers and give them the unparalleled shopping experience they seek if done right. Fashion brands that use them to connect with shoppers beyond the products being sold and showcase innovative ideas that bring the \u201ccan\u2019t miss\u201d aspect of pop-ups to the fore are likely to win big. Also, ensuring that pop-up shops are in line with their brand values and bridge the gap between offline and online is crucial and can go a long way with consumers. So, fashion brands need to go the extra mile to ensure that pop-up stores while being exquisite remain relevant to shoppers\u2019 changing needs every step of the way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> In a world where consumers always want the best shopping experiences, having an online-only or just a brick-and-mortar presence doesn\u2019t cut it. The landscape of brick-and-mortar retail stores has been evolving constantly and now is all about experiential retail for consumers. This poses the perfect environment for the $50 billion industry of pop-ups to flourish.  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3591,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[55,27,8,73],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pop-up Economics: Reshaping The Fashion Industry<\/title>\n<meta name=\"description\" content=\"Discover how pop-up stores are reshaping the fashion industry, offering brands a cost-effective way to engage consumers, test new markets, and gather valuable insights. 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