This week we’ve been catching up with Lion’esque Group founder Melissa Gonzalez, the pop-up shop guru and author of the new book, The Pop-Up Paradigm. Today she gives us three unique examples of pop-up shops–each one offers us something different to learn from:
1: The Non-Profit
If Not Us Then Who? utilized a pop-up storefront to present their newly released reports of The Rights and Resources Initiative and Tebtebba (Indigenous Peoples’ International Centre for Policy Research and Education) during Climate Week in NYC. This was not about selling a product, but rather education about a mission to preserve the forests.
Each film programmed during the pop-up shared the stories of the indigenous forest people and their deep spiritual connection with the environment that is being threatened by the modern world. As a result, the organization saw a 75% increase in awareness about the mission of their newly launched film initiative, and the close proximity to the United Nations perfectly positioned them for strong foot traffic from U.N.
2: The Second Time’s a Charm
This fall emerging designer Nora Gardner returned for her first stand alone pop-up. I love her story because its a perfect example of what can happen when a brand listens to their customers and makes improvements based on invaluable feedback. Here is a sneak peek except from Chapter 6 of my book on her:
Nora quickly digested the feedback and less than a year later came back for her second pop-up store, targeted a new demographic with modified styles, cuts, colors and fabrics. The result, she more than tripled her sales; in fact she broken even in the first week of her one month pop-up. She learned she needed to appeal to the woman that is a world traveler, is busy, and wants a cut that is reliable. She also values the “mom and pop” shop feel with a personal touch and connection direct to the designer. And, she is adjusting her social media strategies accordingly as well, focusing more on Facebook and newsletters than Instagram and Twitter.
3: The Custom Redux
After a pop-up in SoHo a year prior, the world’s fastest-growing custom menswear brand, J.Hilburn, brought their made-to-measure value proposition to midtown Manhattan for fall 2014. The #JHPOPUP in midtown offered a ‘Gift Guide Wall’ curated by Men’s Health Executive Fashion Editor Brian Boye and personal in-store fittings & styling appointments. The entire Fall 2014 J.Hilburn collection was showcased, including 150 custom shirting options, made-to-measure suiting and formalwear, ready-to-wear products, and accessories. The pop-up shop activation garnered top tier business and fashion press including Market Makers on Bloomberg TV, Fox Business and Men’s Fitness.
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