Tiger Trading Co. Gave Away Its Merchandise at a Single-Day Event in NYC
Riley von Niessen — June 13, 2016 — Marketing
References: tigertrading.co & hypebeast
Tiger Trading Co. is known for its collaborative Asian influence, with the company describing itself by saying "Visit the Tiger Trading Co and discover what made-in-Asia really means. From Shanghai to Singapore, Hong Kong to Ho Chi Minh, every item has been sourced from the best Asian artists, designers and innovators."
The company recently set up a pop-up shop in New York City to give more exposure to the brand and pay tribute to its Asian-American artists, as well as serve up a few bottles of its own beer. What makes the pop-up shop most interesting however is that Tiger Trading Co. gave away everything in it for free. With approximately 800 items on display, the company required only that participants came with a drink coaster that could be found at select bars in New York City. With this, Tiger Trading Co. sought to celebrate the artists behind the projects with an event to generate excitement amongst the public rather than making a direct profit on the items.
The company recently set up a pop-up shop in New York City to give more exposure to the brand and pay tribute to its Asian-American artists, as well as serve up a few bottles of its own beer. What makes the pop-up shop most interesting however is that Tiger Trading Co. gave away everything in it for free. With approximately 800 items on display, the company required only that participants came with a drink coaster that could be found at select bars in New York City. With this, Tiger Trading Co. sought to celebrate the artists behind the projects with an event to generate excitement amongst the public rather than making a direct profit on the items.
Trend Themes
1. Pop-up Shop Events - The rise of pop-up shop events allows brands to generate excitement and exposure by giving away merchandise for free.
2. Collaborative Asian Influence - Consumers are increasingly drawn to brands that celebrate Asian artists, designers, and innovators, creating opportunities for collaboration and cross-cultural partnerships.
3. Experience-based Marketing - Brands are using experiential marketing strategies, like giving away free merchandise, to create memorable and engaging brand experiences for consumers.
Industry Implications
1. Fashion and Retail - Fashion and retail brands can leverage pop-up shop events to showcase new collections, collaborate with artists, and create buzz around their brand.
2. Food and Beverage - Beverage brands can host pop-up events to serve their products, engage with consumers, and create a unique brand experience.
3. Art and Design - Art and design industries can benefit from collaborative partnerships with brands, showcasing their work in pop-up shops and gaining exposure to a wider audience.
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