By Christina Norsig Author, Pop-Up Retail & Founder, popupinsider.com
Halloween is here and that marks the official kick off of the holiday pop-up season. Look for “quick” stores to appear everywhere from vacant storefronts to mall corridors to hotel lobbies.
But this year, the season will surely have some twists. As the trends of the past year have shown us, pop-up is much more than much more than costumes and Christmas decor! What you’ll see:
- Stores within Stores: Look for established retailers with great traffic to leverage their existing floor space for a pop-up evolution. Pop-up stores-within-stores allow retailers to participate in the newness of the trend and deliver a true curated merchandise assortment to customers. Rothman’s, the downtown New York City menswear retailer added a 750-square foot pop up shop inside its Park Avenue South location. The debut tenant in this the 750-square foot pop-up shop was Peter Millar, a leader in the luxury apparel market. Rothman’s plan is to rotate the pop-up tenant every six weeks or so to remain a continuous visible platform for higher-end menswear, from both established and emerging designers.
- Themes: Pop-up retail means never having to hold still. Retail spaces are dedicating themselves to pop-up while constantly rotating the merchandise within their walls. This Is Story, a 2000 square foot store located in Manhattan’s 10th Ave., is a retail concept that borrows the magazine concept by changing every month. Every four to eight weeks, This is Story completely reinvents itself – from merchandise and store design to floor plan and fixtures – to bring to light a new theme, trend, or issue. Past “stories” include Love, Wellness, Color and Made in America.
- Cutting Edge Tech: The speed of the pop-up often allows it to be first with the latest tech. Look for holiday pop-ups to follow the trends set in summer. Kate Spade Saturday shops popped up in Manhattan in June, featuring shoppable screens that blurred the line between online shopping and traditional retail. Shoppers approached the screens, browse product, and used the virtual checkout. Items could be delivered within an hour or at any time during the week. The tech-infused pop-up featured 30 products, with new items launched every Saturday. Kate Spade Saturday partnered with eBay for the pop-up effort.
As the holiday season unfolds, there is sure to be a steady stream of newness and creativity coming out of the pop up industry. Lean, nimble and able to tap into the very latest trends, pop-ups will make their mark this season as the leading edge of retail evolution. Stop, pop and see what’s new.