THE RISE OF FASHION POP UP STORES
With the market facing hard times, high street retailers have found new life in the form of pop up shops and exhibitions utilising the free space which only stay open for just a few weeks or months. The number of pop-ups is definitely increasing. After a year of deteriorating consumer confidence and lower incomes, stores more than ever need a boost for the holidays when retailers in some sectors can make one third of their annual sales. Pop ups started mainly as a means to attract immediate consumer and press attention to brands fighting their corner in today’s saturated market. Now they have become a way for retailers to equal a quick sales boost. Pop-up stores typically pay landlords little or no rent outside of services such as electricity and construction costs. For property owners, the aim is to add retailers that can bring in more customers and improve the shopping experience. Airports are key places for pop up stores. They are a good option for brands who wouldnt have enough retail pull to be offered a permanent airport space. I visited my first pop up store during my vacation in Mykonos the past summer. It was hosted by Muzungu sisters at Benvedere hotel. I got an invitation from Dana Alikhani, co-inventor of Muzungu sisters and I grapped the opportunity to combine vacation and shopping. The event was fabulous. They offered a wide range of scarves, sarrongs, bags and other among all and coctails. Customers had the opportunity to touch and buy sarrongs from India or bags from Peru. Retailers are expecting this new pop up facility to be an ongoing trend – with driving sales key to their success, it’s a win win for retailers in this difficult climate.