Popups are a spectacular avenue for brands to gain exposure through creative activations. For one, popups aren’t a long-term commitment; they allow brands to test the waters before opening up a brick and mortar or locking into a lease. Second, popup shops create a sense of excitement around the said brand, event, service, or product. The best aspect of popup shops, however, is their ability to drive conversations, giving brands and business owners an opportunity to directly communicate with people who are interested in what they have to offer or sell.
Gucci, North Face, and Lululemon are prime examples of high fashion business enterprises that have cultivated customer loyalty through their brand identity. At their storefronts you might see longer lines and customers getting excited about making a purchase. A positive experience and initial interaction with a brand can have a lasting impact on the customer. It can even convert them into lifetime customers.
Experiential Marketing Drives Traffic
As consumers, we like to experience the new, and relish the experience long after it has ended. That’s why during fashion weeks in places such as Paris or Milan, popups have been largely successful. When things are experiential and playful, customers tend to gravitate toward it. Miami Art Basel, LA and other larger cities or events that draw lots of foot traffic are prime destinations for popups in the realm of fashion.
Fashion popups are also a magnificent opportunity for brands to identify what locations will be best suited for their business if they were to open up a storefront. Digitally native brands can mine data from their online customer base and do a test run with a pop up to see how it will do in that particular environment. It is a cost-effective marketing strategy for direct to consumer brands who’ve hit the ceiling on their online traffic.
Online v.s. In Store Purchases
Anyone can make a purchase for a clothing item online with a few clicks of a button. but having a conversation really sells the consumer on who and what is going on and how they can connect with the brand. It makes the brand relatable and customers feel a stronger connection to the brands they are buying from. Online fashion education can only extend so far; that’s why it’s worth it to give potential customers the opportunity to touch, feel, and see fashion pieces up close and personal.
