Henry Holland Transformed an Ice Cream Van to a Pop-Up Store
Seçil Soytürk — August 5, 2013 — Marketing
References: shop.houseofholland & independent
House of Holland founder and fashion designer Henry Holland has transformed a traditional ice cream van (named Mr Quiffy after the designer's legendary voluminous hairstyle) into a pop-up shop concept in, which he intends to tour Britain with.
Instead of cones and lollies, he will sell a capsule collection of signature polka dots as well as candy stripes and acid brights on headwear, T-shirts, skirts, shorts, accessories and iPhone covers from his House of Holland label. With provocative t-shirt slogans such as "lick me," the Mr Quiffy’s van will be traveling around London and his hometown of Manchester throughout London Fashion Week.
Surely, the ice cream van will be a spectacular mobile billboard for the brand.
Instead of cones and lollies, he will sell a capsule collection of signature polka dots as well as candy stripes and acid brights on headwear, T-shirts, skirts, shorts, accessories and iPhone covers from his House of Holland label. With provocative t-shirt slogans such as "lick me," the Mr Quiffy’s van will be traveling around London and his hometown of Manchester throughout London Fashion Week.
Surely, the ice cream van will be a spectacular mobile billboard for the brand.
Trend Themes
1. Fashion Food Trucks - The trend of utilizing food truck models for fashion pop-up shops, creating experiential shopping opportunities with unique mobile retail experiences.
2. Pop-up Shops - The trend of creating pop-up shops using unconventional mobile vehicles, such as ice cream trucks, to attract and engage customers in unexpected ways.
3. Fashion Statement Accessories - The trend of selling statement accessories with bold, provocative slogans, such as Henry Holland's 'lick me' t-shirts and iPhone covers.
Industry Implications
1. Fashion - The fashion industry can incorporate mobile retail pop-ups as a way to reach new audiences and engage their existing customers with unique shopping experiences.
2. Food Trucks - Businesses in the food truck industry can explore new opportunities by targeting trendy fashion events and partnering with fashion designers who aim to create a unique, immersive shopping experience.
3. Mobile Retail - Businesses in the retail industry can expand their customer reach and brand awareness by exploring mobile retail concepts, such as collaborating with food trucks or converting unconventional vehicles into pop-up shops.
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