As the net’s grasp over shoppers grows faster than Bradgelina’s adopted family, retailers are using wacky stunts to lure us off our butts and into stores. In addition to big name designer/retailer collaborations such as Kate Moss for TopShop and Stella McCartney for anyone with a cheque to cash, another craze to catch on is the ‘Pop-Up Shop’.
The basic Pop-Up principal is as follows. A store sets up super quick, throws a launch, draws a crowd and then disappears faster than Winona Ryder out of Saks. In The States, everyone from Target (Rockefeller Centre, September 2003) to Alice Roi has tried the Pop-Up gimmick, while Australia also has its Pop-Up shocks. Stationery label kikki.K opened a store in the centre of Melbourne’s Bourke Street Mall late 2006, and Elle McPherson launched a Pop-Up-Shop-come-underwear-photography-studio on Oxford Street last month. Comme des Garcons however, took the trend to a whole new level last year when they set up worldwide Guerrilla Stores. So far ‘OCCUATIONS’ have occurred in Hong Kong, Glasgow, Berlin, Reykjavík, Singapore and Krakow. A retail response to global terrorism perhaps? Watch out, Australia could be next…
So what’s your take? Pop or flop? Will these stores lure you off
topshop.com or is retail redundant? Tell us your thoughts and you might just score some movie tix for you and a mate…
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Everyone wants new and different these days, and this concept certainly fills those needs. If you know there’s only a small window of opportunity to visit a store, it is less likely you’ll put it off and never get around to it. So from a retailers perspective, it could increase the likelihood of extra sales. Plus it gives them the chance to have a store in a hot location without the long term high rental rates!
Posted by: Julie Lowe at May 16th, 2007 12:00 pmlook what happened to sTELLA MCCARTNEY AT TARGET. what a disaster. brilliant marketing but ultimately the appalling quality and bad sizing ( uncharacteristic of Stella) will make shoppers more wary.
Posted by: marg at May 17th, 2007 10:15 pmHope Josh Goot is better
So true! Guess that’s what happens when you say yes to every collaboration thrown your way - there’s no time for the finer details like sizing. If anything, the launch stampede made the product less alluring. Thoughts?
Posted by: Fashion Tragic at May 18th, 2007 5:37 pmHmmm, this is a tricky one. I like the idea of a quicky shop, and I was excited for months leading up to Stella at Target, but then I didn’t follow through by going. When I finally did see the range, it was dissapointing and I didn’t even want anything! In the long run, topshop.com and long term retailers are the go, I say!
Posted by: Brodie at May 21st, 2007 10:52 amCuriousity and the option to judge whether these opportunities for designer fashion at more reasonable prices will still attract the hordes.Fashionistas would rather reject than miss out and this is another designer…hopefully with better knowledge of the discerning australian woman.
Posted by: marg at May 22nd, 2007 10:47 pmThe concept of designer fashion at target prices was a dream for many.However the pricing was at chain store level…up to $200. I guess the theory that you get what you pay for still holds?
Posted by: marg at May 22nd, 2007 11:50 pmjust saw the Josh Goot range online. Looks like Target went from oversized,poor quality,shapeless fat,old peoples clothes to a young skin tight anorexic streetwear range. Oh dear what is next…????
Posted by: marg at June 13th, 2007 6:25 pmJosh Goot …..Josh Whoooo
Posted by: marg at June 20th, 2007 11:29 pmMore Target executives at Chaddy opening than customers.
Guess this event went below the radar?
Now at Target is Yeojin Bae and Gail S. but no one even knew they were coming? Not more than a handful at the a chaddy opening…not even staff?
Posted by: marg at November 1st, 2007 8:51 pmNow a few weeks later there is 15% off BEFORE Cup Day? I suppose Target committed with designers way before the Stella McCartney debarcle.
Such a shame because Yeojin Bae’s range is worth a look.