Need Supply Co. Launched its First-Ever Holiday Pop-Up Activation
Grace Mahas — December 6, 2019 — Marketing
References: needsupply & rli.uk
While the luxury fashion retailer Need Supply Co. is no stranger to brick-and-mortar retail, the brand is introducing a new business model with the launch of its first-ever holiday pop-ups that will appeal to millennial and Gen Z shoppers alike.
The digital-first retailer boasts an array of à la mode pieces that are sophisticated and avant-garde. It's pop-up will mimic this aesthetic and will be located in the Common House of Charlottesville – a membership-based social club that caters to millennials -- and run from December 7 through until December 22.
This luxury location will allow Need Supply Co. to target the young luxury consumer -- a sector that makes up most of the brand's consumer base.
Image Credit: Need Supply Co.
The digital-first retailer boasts an array of à la mode pieces that are sophisticated and avant-garde. It's pop-up will mimic this aesthetic and will be located in the Common House of Charlottesville – a membership-based social club that caters to millennials -- and run from December 7 through until December 22.
This luxury location will allow Need Supply Co. to target the young luxury consumer -- a sector that makes up most of the brand's consumer base.
Image Credit: Need Supply Co.
Trend Themes
1. Holiday Pop-ups - Opportunity for other luxury retailers to experiment with temporary physical stores during the festive season and connect with millennial and Gen Z shoppers.
2. Digital-first Retail - Potential for luxury brands to adopt a digital-first approach to reach a wider audience and offer unique shopping experiences.
3. Young Luxury Consumers - Luxury retailers can focus on targeting the millennial and Gen Z demographic by creating products and experiences that cater to their preferences.
Industry Implications
1. Luxury Fashion Retail - Opportunity for luxury fashion retailers to capitalize on the trend of holiday pop-ups and attract a younger consumer base.
2. Social Clubs - Social clubs can explore partnerships with luxury retailers to host pop-up activations, providing a unique member experience and access to exclusive products.
3. Digital Retail Platforms - Digital retail platforms can innovate their offerings to cater to the digital-first approach of luxury brands, enabling richer online shopping experiences.
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