Brands on the extreme ends of either fast or luxe fashion embrace pop-up shops
Implications - The ubiquitous nature of pop-up marketing is now apparent in the fact that retailers on extreme ends of the mass-market and luxury scale are embracing it. Where once the former's strong global presence and the latter's aim at exclusivity offered associated brands justification for upholding the status quo, there now exists a role reversal in which mass-market retailers seek to strengthen loyalty via the perceived exclusivity of pop-ups, and luxury retailers seek to broaden their reach and accessibility through this marketing tactic.
Workshop Question - Conceptualize an alternative campaigning approach that your brand has not yet considered.
Trend Themes
1. Pop-up Marketing - Pop-up shops are being embraced by both mass-market and luxury retailers to strengthen loyalty via the perceived exclusivity and broaden accessibility.
2. Collaborative Design - Fashion brands like H&M are collaborating with various influencers to offer something unconventional to consumers.
3. Luxury Pop-ups - Luxury brands like Louis Vuitton and Chanel are opening pop-up shops to offer a unique and exclusive environment for consumers to discover their products.
Industry Implications
1. Fashion Industry - Collaborative design with online influencers, sculptural sneaker pop-ups and luxury pop-up shops for unique fashion experiences.
2. Fast-food Industry - Fast-food chains offering a more luxurious experience through lavish pop-up shops with upscale interiors and bespoke menus.
3. Outdoor Gear Industry - Outdoor gear brands are reviving their professional rock climbing gear collections for pop-up shops and auctioning them for charity.
