Target to Go Pop-Up Shop is like a Walk-Thru Boutique
Katherinev123 — December 12, 2009 — Business
References: thefashioninformer.typepad & nymag
Walk into the Target to Go pop-up shop and you just might think you’ve walked into some Holiday-themed McDonald’s which doesn’t sell cheeseburgers, but diffusion fashion.
The holiday shop, which features some pre-launch Rodarte for Target pieces (including a few dresses and belts), is set up like a fast food counter. The 50 items available are displayed on menu-like tablets behind the counter with their prices, with some items displayed in the windows as well.
The delivery of items at the Target to Go pop-up shop, however, is a bit different from a fast food restaurant. Shoppers line up to check off what they want on a clipboard, then receive the gifts—already wrapped—at the front window.
The holiday shop, which features some pre-launch Rodarte for Target pieces (including a few dresses and belts), is set up like a fast food counter. The 50 items available are displayed on menu-like tablets behind the counter with their prices, with some items displayed in the windows as well.
The delivery of items at the Target to Go pop-up shop, however, is a bit different from a fast food restaurant. Shoppers line up to check off what they want on a clipboard, then receive the gifts—already wrapped—at the front window.
Trend Themes
1. Pop-up Retail - The Target to Go pop-up shop showcases how fast food-themed retail can offer a unique and limited-time shopping experience that drives customer engagement.
2. Diffusion Fashion - Inspired by the new holiday-themed McDonald's, diffusion fashion incorporates everyday designs within a high-end brand’s collection, providing both consumers and the brand with a new market audience.
3. Digital Menu Boards - Displaying the 50 available items on menu-like tablets behind the counter makes it easier for shoppers to browse through and make purchases. Digital menu boards offer a non-intrusive way to communicate vital information and can be used in combination with self-service applications to provide personalized shopping experiences.
Industry Implications
1. Fast Food - Fast food restaurants can offer a unique shopping experience by incorporating retail products in their establishments, hence driving innovation and substantial revenue growth.
2. Retail - Retailers can benefit by creating a unique and limited-time shopping experience that resonates with customers and drives traffic to their stores, especially during seasonal periods.
3. Fashion - Fashion brands can create a new market and increase their customer base by incorporating everyday designs within a high-end brand's collection, making fashion more accessible to a broader range of consumers.
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