The Rise of Pop-ups
+ five tips for brands preparing for their next one
With retail stores closing left and right, more and more designers are looking for pop-ups and markets to help get their products out there. Sustainable brands in particular have had a tricky time getting into the increasingly limited retail scene and are instead opting for in-person events where they can engage with customers IRL, network with other likeminded designers, and expand their brand’s reach authentically.
It’s no secret that pop-ups have transformed how we all shop in-person, and thanks to the ever changing retail landscape, it’s the silver lining many of us needed. While fast fashion will always monopolize traditional retail, events are where slow fashion can thrive.
Because slow fashion is deeply rooted in community, artisanship, and storytelling, it’s no shocker that it birthed the concept of experiential retail. Slow and sustainable fashion can be bought online, but it’s true beauty is only captured in-person. From the touch and feel of the fabric, to the energy of the people behind the brand, there’s nothing like shopping these brands IRL.
And while fast fashion may be slowly catching on, slow fashion will continue to own this space. Events have to be rooted in more than just shopping in order to resonate with customers. The most successful markets and pop-ups are those designed with intention, speaking to a larger culture beyond sales and promos. Fast fashion has no culture, and will therefore continue to fall flat in-person. Slow fashion, on the other hand, only exists thanks to culture.
Over the years, we’ve hosted our fair share of events and we’ve learned a thing or two about what makes an event successful. If you’re an emerging designer preparing for your next event, continue reading for a few of our tips on how to make the most of your in-person market.
1. CURATE A COLLECTION
First things first: curate a cohesive collection. Oftentimes, we see brands using events as a chance to sell every piece they’ve ever made. They include old inventory and samples alongside their new and improved designs. While we understand you want to try and use every opportunity possible to sell existing items, this “leftover” mentality can leave a bad impression on customers. Instead, curate a cohesive collection that showcases the best of your current inventory.
2. OFFER A RANGE OF SIZES
The second mistake we’ve seen time and time again is limited sizing. Please, please, please be sure to include a size range across all of your styles. We know how tricky it can be to produce inventory without knowing exactly what will sell, but there’s nothing worse than losing a potential customer because you don’t have something in their size.
3. CONSIDER YOUR PRICE POINT
Next, be sure to consider your price point. Before participating in any event, first make sure the price point of other items is in line with your brand. If your items are noticeably more affordable or more expensive than the other brands, this is most likely not the event for you. In the case of a varied event, where brands truly range in price points, be sure to offer as much pricing variety in your items as possible. Whether it’s including a few more affordable accessories to reach customers who may not be able to afford your higher end items, or featuring a handful of exclusive one-off investment pieces to reach customers outside of your usual segment, get creative about how you can offer price flexibility.
4. INVEST IN MARKETING MATERIALS
When it comes to in-person shopping, every detail counts. From your hang tags to your business cards, each and every aspect of your marketing is a chance to showcase your brand loudly and proudly. Far too often, we’ve seen brands neglect their marketing materials (and their sales have reflected it). This is particularly true for higher end items — if you’re selling a $100+ top, your tag can’t feature a hand-scribbled price. Events are an opportunity to sell the experience of your brand, not just your products. Consider every detail of the customer experience, and take just as much time on your packaging and marketing materials as you do the products themselves.
5. INCENTIVIZE POST-EVENT SALES
Events aren’t just about making sales that day. Be strategic about how you can use events to incentivize online sales for the months to come: offer discount codes to customers who shop on your site post-event; invite customers to follow you on social for future promos; remind customers that you have more availability online (and offer free shipping so it’s the same price as during the event). Use events as an opportunity to get creative about how you engage with customers, and trust the sales will follow.