Hudson's Bay Company's Drake General Store Pop-Ups Target Young Consumers
Jana Pijak — July 21, 2015 — Marketing
References: drakegeneralstore & marketingmag
Gracing 12 department store locations across Canada, Hudson Bay Company's Drake General Store pop-up shops target a youthful demographic. While Hudson's Bay Company's target demographic is often a more mature consumer, its recent re-branding efforts aim to celebrate heritage while simultaneously attracting a more urban and millennial demographic.
Toronto's famed Drake General Store -- an extension of hipster hangout The Drake Hotel teamed up with Hudson's Bay Company last year in a venture that saw the launch of various pop-ups of the popular novelty shop. In addition to specializing in decor that is synonymous with Canadiana, Drake General Store is also a source for fashions, stationary supplies and signature art pieces that are crafted by local artisans.
Though seemingly different -- Hudson Bay Company's commercial values oppose Drake General Store's indie vision -- the retailers are both connected by their Canadian heritage.
Toronto's famed Drake General Store -- an extension of hipster hangout The Drake Hotel teamed up with Hudson's Bay Company last year in a venture that saw the launch of various pop-ups of the popular novelty shop. In addition to specializing in decor that is synonymous with Canadiana, Drake General Store is also a source for fashions, stationary supplies and signature art pieces that are crafted by local artisans.
Though seemingly different -- Hudson Bay Company's commercial values oppose Drake General Store's indie vision -- the retailers are both connected by their Canadian heritage.
Trend Themes
1. Youthful Pop-up Shops - Creating pop-up shops that target a youthful demographic can attract a new and urban consumer base.
2. Canadiana Decor Trend - The popularity of decor that celebrates Canadian heritage can be capitalized on by incorporating it into various industries.
3. Collaboration with Local Artisans - Partnering with local artisans to create signature art pieces can add value and uniqueness to a brand or business.
Industry Implications
1. Department Stores - Department stores can create pop-up shops to attract a younger demographic and generate buzz around their brand.
2. Home Decor - The Canadiana decor trend can be incorporated into the home decor industry, providing consumers with a sense of national pride in their living spaces.
3. Fashion Retail - Incorporating Canadian-inspired fashion pieces into retail stores can attract millennial consumers who value unique designs and local craftsmanship.
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