Nearly a decade after major fashion houses like Comme Des Garçons launched pop-up shops, the concept continues to grow and hold weight for retailers worldwide.
For jewelers, online retailers like NYC-based Bauble Bar, offer a pioneering example of how to make a big brick-and-mortar impact during a brief period of time. “After people have the opportunity to touch and feel the product, they’re definitely more likely to shop on the site,” Julia Straus, Bauble Bar’s director of partnerships, told the fashion news site Fashionista. “It’s become about customer acquisition.”
And with supporting companies like PopUpInsider—a brand responsible for linking retailers with temporary real estate—it’s easier than ever to execute.
Christina Norsig, founder of PopUpInsider, said Kate Spade’s Saturday pop-up windows in New York City offer a glimpse into the future of retail. Here, shoppers can order what’s on display via touchscreens and have items delivered to their doors that same day.“It blurred the lines between retail and e-commerce,” Norsig told Fashionista.