QUESTIONS TO ASK BEFORE JOINING FORCES FOR A COLLABORATIVE POP-UP
We are often asked by brands, “what do you think of collaborating with other brands for a pop-up?” Off the cuff we say it’s great and there are many benefits, but before going down the collaboration path there are a few key questions every merchant should ask themselves.
First let’s start with the benefits! As a group, you can share the costs, pool efforts on acquiring fixtures to help merchandise the space, split responsibilities of store hours, and co-market the pop-up experience. Sounds like a win-win right? It can be. However, in order for the preceding benefits to come to fruition a methodical approach must be taken.
How to tackle sharing of costs: the benefit is pretty straight forward and there is little downside here. Factors of consideration before joining forces on a budget is first deciding the dynamic of the group. For example, is one brand the headliner and the others highlights of the pop-up or are all brands equal parts of the story? Which brand is signing the lease and is everyone getting their own liability insurance, which we always recommend.
This leads us to our main, key question, who should your brand align with to create a truely branded experience that is going to elevate your message and amplify your reach to the right audience? In order to produce a successful pop-up shop that serves the purpose of building brand awareness and ultimately results in notable sales, a merchant needs to ensure all aspects of the shop serves the purpose of reaching their target customer with messaging, merchandising and the overall consistent experience. Before gravitating to partners that can just help pay the rent, search for strategic alliances with brands that have a product that sits in a similar price point range and targets customers with similar values, yet doesn’t compete with a customer’s wallet share for what you are offering. For example, a luxury scarf brand (as featured above) sits well with Italian leather handbags and an eyeglass brand; or a bike shop goes well with a coffee (as featured below) and backpack brand. Both create a complete offering and deliver an in-store lifestyle experience, but a customer isn’t necessarily choosing to by one category over the other.
Once you have assembled your pop-up entourage, it’s then time to tackle a general checklist of shared responsibilities beyond costs, and best practices to consider to be sure goals are aligned:
- Fixtures: what aesthetic serves the purpose of the overall branded message? what lifestyle elements (books, art, etc) can you incorporate into the space?
- Staffing: if you are sharing store hour responsibilities, be sure all parties involved not only know pricing but understand and can share each other’s story, design process, key selling points, and unique factors to customers.
- Co-Marketing: create a calendar of events where each brand has a spotlight night outside of the opening reception and prepare a cheat sheet document for all parties to use throughout the duration of the pop-up shop ensuring the overall messaging is consistent via newsletter marketing, social media channels and press outreach.
The outcome of collaboration can be powerful, but only if the customer is receiving a clear and cohesive message from the pop-up experience.
(Images courtesy of Payal Luthra Pop-Up Shop and Bidon Coffee & Bicycle Pop-Up)
Doors have officially opened at the ModaListas Boutique Pop-Up! The store showcases emerging women’s apparel designers from around the world, as well as its private collection of contemporary party dresses, separates, coats, and plethora of accessories in prices comparable to most top tier shops. The new upscale pop-up offers a full range of specially curated merchandise from the retailer’s hottest brands and top designer collections.
In order to get better acquainted with the brand and their pop-up experience thus far we had a quick Q&A session with the founder Monica Phromsavanh:
1. Why did you choose a Pop-Up?
At ModaListas our main mission is to bring new and exciting styles to the masses, in a selection that is unlike any other in New York City. We love the idea of a pop-up shop to reinforce the strength of our brands and spark immediate interest with fashionable women in the area!
2. What advice can you give for those considering a pop-up in the future?
My best advice for anyone interested in opening a pop-up shop is have your marketing materials ready and create as much buzz as possible before opening day. And travel light!
3. What will you have in-store that is new and fresh for the spring and what trends are you excited to see.
We’re actually really excited to bring an exclusive line from the UK, they make great dresses in a variety of spring colors, prints, and have a great fit and versatility - from the office to a night out! A lot of flirty seasonal styles are here in preparation for the warm weather (that will be coming soon we hope!
Want to hear more from Monica? Join Us Wednesday March 12th from 6-8pm for the Meet the Founder Reception. See below for more information:
All eyes are typically on the runway during New York Fashion Week, but our team was focused on the street. Once we came up for air from the fashion collaboration at LaunchNYC and the Daisy fragrance at the Daisy Marc Jacobs Tweet Shop, we wound down by exploring a few other exciting NYFW pop-up stores, and two in particular caught our eye:
Shipley & Halmos
It is always great to see the men taking the spotlight. During NYFW menswear brand Shipley & Halmos dove into retail on Canal Street with the opening of their first pop-up store. Capturing the downtown vibe of the brand, the store offered limited-edition merchandise, including great t-shirts with witty sayings, in addition to the main collection.
IRC’s New Root Pop-Up w/ Chef David Burke
We love seeing a pop-up with a purpose, which is why we had to include the IRC New Root Pop-Up in our NYFW favorites. The International Rescue Committee joined forces with Chef David Burke to highlight the New Root Program, which supports thousands of refugees as they rebuild their lives by providing education in small business farming and nutrition so they can learn to become healthy and self-sufficient. Customers were also offered locally sourced, organic boxed lunches in exchange for a tweet while they enjoyed the different fashion collections being showcased.