Pop-ups: the new ‘cool’ in fashion retail
Industry leaders are making bold moves in physical retail, with brands attempting to unlock new ways of engaging with consumers. In a bid to boost consumer engagement, pop-ups have emerged as a key tool for brands to inject a well-needed lease of life into the in-shopping experience.
These pop-up spaces arguably act as a manifestation of the era we find ourselves in, and, crucially, the stiff competition brands are facing to remain relevant within such a saturated market. Gen-Z are a tough crowd to impress and who’s to blame them? Fresh-faced and fed social media from near infancy, this cohort has high expectations when it comes to brand innovation.
Fresh routes to combine creativity with commerce have never been more important.
Considering that Gen-X and wealthier consumers from middle income groups are predicted to have the strongest appetite for leisure spend (including fashion, travel, entertainment, and electronics), pop-ups function as vital spaces for brands to playfully experiment with new revenue streams.
Unsurprisingly, London has emerged as a microcosm for pop-ups to reside, with these cool immersive experiences dispersed around the Capital in the run-up to Christmas. Considering this trend, we’ve collated a list of the pop-ups happening over the season that you should have on your radar.
Mulberry Menswear Pop-Up
Mulberry has recently launched a solely men’s pop-up space in London’s Spitalfields market. Offering both contemporary pieces as well as ‘lovingly restored pre-loved and vintage’, the space is also home to live DJ sets with refreshments every Saturday and Saturday until Christmas.
Coach’s ‘Tomorrow’s Vintage’ Pop-Up
Now that ‘sustainability’ has become a buzzword in the fashion sphere, it’s exciting to see that Coach has hopped onto this trend, offering a pop-up store in Spitalfields called ‘Tomorrow’s Vintage.’ One of the coolest concepts on offer: customers can trade in their old coach bag to be ‘recycled’ or ‘reimagined’ in exchange for store credit.
Chinti & Parker
Cashmere: the cosiest composition and one that Chinti & Parker know how to nail. They have set up a store in Chelsea’s Kings Road until February 2023.
Mugler X Selfridges Corner Shop
French luxury brand Mugler has landed in London to bring an immersive body shop called ‘body spaces.’ Decked out with a series of sculptures, the space will offer guests the chance to buy both fashion pieces and fragrances from the brand.
