This is how pop-ups are breathing life into fashion and beauty.
Shopping for new clothes or cosmetics will never be the same. As e-commerce sales soar and consumer expectations rise, challenging brick-and-mortar stores to keep up, leading brands are rethinking the way they sell their products by breathing new life into a well-known and used concept: the pop-up.
Pop-ups, as the name suggests, often appear at unexpected locations — hotels, stations, even office spaces — giving brands the opportunity to surprise and delight customers without making them go out of their way to do so. The ease of access, excitement and flexibility of the pop-up also helps brands forge engaging relationships with customers in an inexpensive way without relying on traditional marketing techniques.Louis Vuitton’s recent pop-up in New York is a perfect example.
For instance, Rockets of Awesome, a children’s online clothing brand, has opened its first pop-up store in New York aiming to create a shared experience for parents and children. Originally a digital native, the brand plans to use this experience as a testbed for a brick-and-mortar store. “As a digitally native brand, what is engraved in your DNA is testing and learning.
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