Pop-ups rise, provide unique shopping

Nina Jang, Staff Writer

With brands and retailers constantly seeking creative ways to expand their reach, the concept of pop-up shops has become a strategic phenomenon that has been gaining popularity.

Pop-up shops are temporary, experimental stores used by companies to either raise brand awareness or launch a new collection. These shops are more popular during the holidays, placed in locations with heavy foot traffic.

The advent of pop-up shops can be traced back to September 2012. Here, the New York City Economic Development Corporation and Chelsea-based retailer STORY launched Project Pop-Up NYC with the promise of a temporary pop-up store space and PR support for a selected few. Ever since, pop-up stores have garnered interest from retailers and consumers alike as a new experience for both parties.

As the holidays approach, sticking to a budget may be in the back of people’s minds. At British brand Boohoo’s pop-up shop at 462 West Broadway, however, there are reasonable prices for the clothes similar to Forever 21. But shoppers must act fast, because this e-commerce brand will close its first ever pop-up location on Nov. 15.

For those who do not mind shelling out more money, stop by 188 Broadway for .Bk clothing. Originally only an online store, the Brooklyn-based men’s brand will open its pop-up shop from Nov. 15 to 22 as an alternative way to purchase its limited edition button-down shirts.

Besides the typical, temporary storefronts pop-ups occupy, some retailers have opted to take their clothes on the road. Mobile shops, like The Nomad Truck, bring boho-style clothing and accessories for women that make boutique shopping easier and more personal by creating a lighthearted shopping space right outside your door. Luckily for NYU, students can easily check out this mobile shop, as it is frequently spotted around campus.

The rise of pop-up stores attests to this marketing ploy as a creative new approach to the fashion industry. By introducing a limited edition collection or temporary store availability, buyers will be more inclined to buy these products. Retailers seem to aim for this emerging trend to offer a fresh experience for both buyers and retailers while keeping the fashion industry’s relevance on the edge of new approaches.

A version of this article appeared in the Wednesday, Nov. 12 print edition. Email Nina Jang at [email protected].