Whether you are activating a new brand, testing a new market, or creating brand awareness, learn how to effectively plan and execute a pop-up retail store experience that tells a story about your fashion business.
The Purpose and Right Space
Designing Your Space
Marketing Your Pop-Up
Pop-up retail stores are an important part of strategic fashion marketing and brand building. A major trend for both high-end labels and mass market stores, pop-up retail is an essential part of the “experience economy”, guaranteeing customers exclusivity because of a limited time span. Thanks to their mobility, pop-up stores offer unparalleled opportunities for targeting and customization. In order to succeed with a pop-up retail store, you need a clear goal assessment, ideation, and the right location, followed by effective budgeting plans, design plans, marketing plans and more. Get insights and actionable steps for the planning, production and execution stages of a pop-up store event.
LEARN HOW TO CREATE A BRANDED POP-UP RETAIL SHOP
Find out how to develop goals, hone a vision, and find the right space for your pop-up retail shop by analyzing your brand’s mission, target market, key brand elements, and budget.
STRATEGIZE KEY BUSINESS, MARKETING, REAL ESTATE AND SALES DECISIONS
From signage and staffing to merchandise placement and window themes, get the low-down on best practices and how to choose options that are in line with the purpose of your pop-up shop.
MAXIMIZE YOUR RETURN ON INVESTMENT WITH STRATEGIC MARKETING ACTIVATIONS
Learn how to build buzz effectively and affordably through word of mouth, hashtags, social media and contests, while also leveraging traditional marketing tactics.
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MELISSA GONZALEZ, The Lionesque Group | Brought to you by Open Source Fashion and Adorama
Open Source Fashion is a community of fashion, retail and tech innovators. Through our partnership, industry leaders like Melissa Gonzalez provide exclusive insight and education for our members. Melissa is the CEO and Founder of Lionesque Group. The Lionesque Group, also known as the pop-up architects™, has produced over 75 pop-up retail experiences in New York City, Los Angeles and the Hamptons. Beginning with the vision of the branded experience, the Lionesque Group guides clients through the entire lifecycle of the pop-up experience. Melissa is also a co-founder of The Market, a series of revolving storefronts in midtown Manhattan at the Roger Smith hotel, and on the advisory board of tech start-ups TheStorefront.com and FotoFwd.
