When should you organize a pop up store?

In the main events of the year, here are 3 dates to remember to anticipate theorganization of your pop up store.

1. Create a pop-up store in summer

It is obvious that a seasonal brand, swimsuit type like theANJA's pop up store, will have every interest in launching its pop up store when the good weather arrives.

The seasonality of pop-up stores follows the same as that of Classic trade. With the arrival of summer, in May and June, the shops have a high attendance linked to the end of the gray weather, the desire to stroll through the streets, to sit on the terrace and to stroll in front of the windows. Les hedonistic purchases are conducive to this period with vacations, new collections, the desire to renew your wardrobe.

It is for all these reasons that organizing a pop up store in summer Be prepared at the beginning of the year, preferably in February/March. The competition in the search for pop-up stores is more intense and the best locations are in high demand. And inevitably the law of supply and demand operates, prices are higher in summer. This is why it is important to determine your goals through data to assess the relevance of your retail strategy and maximize your returns on investment.

Example 1: The Roxy pop-up store is touring the beaches

Roxy went on a beach tour thanks to an eco-friendly nomadic pop up store. The adventure first began at the brand's international headquarters in Saint-Jean-de-Luz and then continued in Portugal, the English coast and in Hossegor. The idea was to be present in places where surfing is very important and at the same time to prove the brand's commitment to sustainable development.

Example 2: Mackeene's summer pop-up store

The seasonal brand Mackeene, already well established in Saint-Barthélemy, opens a pop-up store every year at the beginning of summer.

Inside we find The whole universe of the brand : the glide that recalls the island, the vegetation, “go slow”...

In addition to careful decoration, the brand presents small brands and designers that it particularly likes and that perfectly complement the store. Discover more photos of Mackeene Pop Up Stores.

2. Christmas time to launch your pop-up store

At the beginning of November, the Christmas spirit starts to set in. Shopkeepers are thinking about decorating their windows, town halls are organizing to dress the streets and families are thinking about Christmas gifts. It is obvious that the period just before the end of the year holidays is favorable forCrowds in the streets and shops. This is why many small brands and designers are joining forces to create designer markets or concept stores, such as Pyramid and its DNVB. A boon for these Digital Natives to partner on a theme and rreduce costs when rental prices soar.

Pop-up stores are a real opportunity for small brands and seasonal brands. Let's take the example of Surprise, a brand that makes precious wool sweaters for women. To gain visibility during the highlights of the year, she opened pop-up stores several times with Nestore, in particular at 119 Old Temple Street. This format allows it to create links with its community, to promote its know-how, and to maximize its sales, without the constraints of a permanent presence.

The Christmas period is also promising for brands with original gift ideas. We are obviously thinking of fans of pop-up stores like the Wilo & Grove Pop-up Gallery Or the Les Raffineurs pop-up store.

And for big brands it's time to create a marketing stunt around an original concept, an exclusive product for the holidays, to gain visibility against the competition.

Chanel pop-up store number 5 in New York: Chanel no. 5 in the snow

A unique winter experience in New York in the Chanel Village. An alpine dream landscape on the favorite skating rink of Standard High Line fans. It has been transformed to correspond to the 2019 campaign of the iconic perfume No. 5 with the face of Lily Rose Depp. Visitors could stop by the skating rink (decorated in black and white, Chanel's signature) to skate, enjoy hot chocolate, seasonal sweets, and participate in photo shoots around the giant, snowy perfume bottle of Chanel No. 5.

The winter house of Balzac Paris in the Marais

The brand T.P.R (Toujours plus Responsable) Balzac Paris has left its bags on rue de Turenne in Paris. Its particularity is that it has been co-designed with the community of the brand via the Instagram platform. Balzac called on its faithful to find out what they wanted to find in the pop-up store (types of products, events, activities, tastings...). The Winter House was an opportunity for the brand to get as close as possible to its customers through a program of activities and festivities. A real place to live, there was a coffee corner and library where it was possible to enjoy cupcakes from the Maison Nomade zero waste tea room, an embroidery workshop to personalize your products as well as a large collection of games for children in need.

The Rossignol pop up store is spending its winter in Paris...

Rossignol is taking up residence on Rue de la Paix! The pop-up store makes it possible to better manage its seasonality. Rossignol understood it well: the brand known to winter sports fans, is taking over the urban world and has just set up shop in a Parisian pop-up store.

... to develop its off-road presence during a key period of the year,

Rossignol is a brand that you know well when you are used to going to winter sports. Ski, hat, down jacket, pants, gloves... we often had at least one Rossignol piece in our proven ski equipment. The pioneer brand in the field of winter sports now wants to develop its offer by moving from the mountains to the city center. Rossignol is not at its first attempt at the urban world. But setting up in the fashion capital in the middle of the winter season thanks to the pop-up store concept, it was an essential step in developing the reputation of the off-road brand. It is in the heart of Paris on an emblematic street (rue de la Paix) that the Rossignol pop-up store is located: a very good neighborhood for a brand that positions itself as a sport chic! We approve!

... to complete the brand's e-commerce offer,

Rossignol recently redesigned its site and is therefore imposing its new style. Physical stores thus participate in the development of the brand's visual identity and what it wants to convey as a message. The complementarity of the points of contact with consumers is important, it really allows them to be immersed in the brand environment through a physical in-store experience. And yes! Remember the golden rule: omnicality, omnicality, omnicality!

... and to tell a story.

Beyond offering Rossignol products, the pop-up store is reminiscent of a gallery that traces and pays tribute to sportwear and France with portraits of sports icons and blue, white and red hues. The materials, lights and colors used remind us of the mountain environment: slate, stones, wood and metal... A podium highlights the brand's sports shoe line. Does that make us want to go skiing don't you?

3. Open a pop-up store during Fashion Week

Creating a pop up store during Fashion Week is one of the reasons for the success of pop-up stores. Originally a form of retail popular with designers on a limited budget, it was (and still is) a way of being present at a time when all fashion players come together. If you are in the fashion industry, opening a pop-up store during Fashion Week effectively makes it possible to massively target people belonging to this sector.

Every year, the four major fashion cities, the “Big Four”: Paris, New York, Milan and London attract journalists, fashion designers and buyers for Fashion Week.

When does it take place? For one week, twice a year. For the spring-summer collection generally between February and March, and for the fall-winter collection between September and October.

Although known for its Haute-Couture with its great couturiers such as Yves Saint Laurent, Pierre Cardin or Christian Dior, this is an opportunity for smaller names to mediate your creativity and its know-how. If you are in the fashion industry, opening a pop-up store during Fashion Week actually allows you to massively target people belonging to this sector. The Fashion Week period is therefore one of Key dates for renting a pop-up store and transform it into a showroom for a week.

Discover elsewhere our ideally located pop-up shops for Fashion Week.