ApunKaChoice.com
site  movies  celebs  music  news  showtimes  user  
Hello, Stranger Login | Sign up
ApunKaChoice » Article » Fashion retail: Selling fashion the pop-up way
 

Fashion retail: Selling fashion the pop-up way

Fashion retail goes mobile through pop-up shops
By Nivedita Sharma (IANS)
Tue, Jun 12, 2012 12:32:08 GMT
 

Fashion retail: Selling fashion the pop-up way
They pop up, and then vanish! Pop-up shops, a concept popular abroad, has caught the fancy of the country's fashion designers and retail houses that are adopting the trend to create hype for their brands, to offer customers a different environment, and for lucrative business.

Pop-up shops, popular in countries like Canada, the US, Britain and Australia, are temporary shops, which sell goods for a limited period of time, then shut down and move elsewhere.

Delhi-based Mandira Lamba and Ridhi Bhalla have a design house Fab Connection, through which they offer collections of designers like Anand Bhushan, Rimjhim Dadu and Shivan-Naresh. But they decided to be different in their retail style.

"Pop-up retail allows a company to create a unique environment that engages their customers as well as generates a feeling of relevance and interactivity," Lamba told IANS.

"The concept has been in existence in the West for a while now. When Fab Connection was thought of, we decided to follow this trend rather than a mere retail store," Bhalla added.

US-based retail company Target was the first to start the pop-up shop concept around 2003. It set the momentum for other big retailers to adopt the trend.

In 2006, Walmart tried the concept when it introduced its fashion line Metro 7. Five years later, cosmetic brand MAC and consumer electronic company Apple adopted the strategy to launch their new collections.

Even lifestyle brands like Tommy Hilfiger and Louis Vuitton adopted the concept in the past and organised pop-up stores in several cities.

For many, the concept of pop-up retailing gained more significance at the time of global recession in the year 2008-09. It was during that time when most commercial real estate companies started offering empty spaces in malls and shopping centres on lease.

"Today, this concept has turned out to be a marketing tool to drive customers. With limited stock and time constraint, customers take quick decisions during purchase of products," Shubham Gupta, a designer, who toyed with the idea of organising pop-up shops in cities like Hyderabad and his native Bangalore, told IANS.

Bhalla says the pop-up concept also adds exclusivity to a brand.

"The whole idea is to brand ourselves as a pop-up shop, different from a retail store. This makes us exclusive. From the feedback, we can confidently say that with the concept we have developed, clients wait for 'What's next'," she added.

In India, this concept has been successfully tried by Obataimu, a design studio based in Mumbai. Last year it opened a pop-up store in Colaba, offering an eclectic collection of menswear, accessories and knick-knacks.

Pocket Electric, a part of Bombay Electric, a fashion store, also tried a pop-up store in Delhi's Garden of Five Senses for three months in 2008.

Another name backing the concept is Pernia Qureshi, who feels shopaholics are attracted more towards items that aren't easily available.

"Fashion should be accessible to all. As India grows, so do the aspirations of young people everywhere in the country. People like what's not available to them. When something is available for a limited period of time, hype surrounds the brand. That not only attracts more customers but also assists in marketing," Qureshi told IANS.

Qureshi also plans to organise pop-up shops in cities where there is limited access to design wear.

"Over time we will scale up the structure and increase the number of designers. I'm planning to do an online limited edition soon with some of the known designers. This collection would also be part of my pop-up shop. I want to take the designer wear to cities which don't have huge potential for designer collections," she said.

While many believe such concepts give a push to business, does it affect their devoted clientele?

"The pop-up shops will open and shut, but we as a brand will always be there and people can visit our other branches to buy their pieces," said Gupta.

(Photo: Mandira Lamba and Ridhi Bhalla in their pop-up store Fab Connection)
Dialogue promos: Shahid Kapoor and Priyanka Chopra’s teasing banter in 'Teri Meri Kahaani'
 
Arya to do steamy bedroom scenes with Hansika and Anjali
comments powered by Disqus


 
Now Trending : Salman Khan | Shahrukh Khan | Ranbir Kapoor | Aishwarya Rai | Katrina Kaif | Kareena Kapoor | Priyanka Chopra | Poonam Pandey | Sherlyn Chopra | Alia Bhatt | New Hindi Movies

Photo Galleries 

Mahesh Babu at ‘Aagadu’ audio release

Juhi Chawla, Sohail Khan at Sirf Keval Sigma Clinic launch

Pix: Ranbir Kapoor, Katrina Kaif together at Karan Johar’s party

Rani Mukerji visits Lalbaugcha Raja Ganpati Pandal

Ranbir Kapoor at Mumbai City Football Club logo launch

September releases: 'Mary Kom', 'Finding Fanny', 'Khoobsurat' among major draws

Hrithik Roshan, Shilpa Shetty, Vivek Oberoi celebrate Ganpati Visarjan

Aishwarya Rai, Abhishek, Amitabh Bachchan offer prayer to Lord Ganesh
Wallpapers 

Raja Natwarlal Wallpapers

Jacqueline Fernandez Wallpapers

Gauahar Khan Wallpapers

Mardaani Wallpapers

Mad About Dance Wallpapers

Mary Kom Wallpapers
Hot Celebrities 

Imran Khan

Mallika Sherawat

Lisa Haydon
New Movies 

Raja Natwarlal

Step Up: All In

The November Man
Videos 

‘Raja Natwarlal’ song ‘Namak Paare’ featuring Emraan Hashmi, Humaima Malick

Deepika Padukone, Arjun Kapoor in freaky song ‘Fanny Re’

Watch two Suriyas in action-packed 'Anjaan' trailer

Trailer ‘Happy New Year’ starring Shah Rukh Khan & Deepika Padukone

'Daawat-e-Ishq' featuring Aditya Roy Kapur and Parineeti Chopra

Sonam Kapoor’s wild and sensuous side in 'Khoobsurat' song 'Engine Ki Seeti'


Copyright © ApunKaChoice.com
ApunKaChoice.com : Latest Bollywood News, Bollywood Movies Reviews, Bollywood Wallpapers
privacy policy
Partner Sites : Sports - CricketZone - IndiaExpress.com [ Mobiles Festivals Bikes Cars ] - CardWeaver

photo gallery - new movies - celebs - wallpapers - the celeb A-Z - News & Gossip - Music - Video - Hot Topics
Anushka Sharma - Katrina Kaif - Kareena Kapoor - Priyanka Chopra - Deepika Padukone - Sonakshi Sinha - Aishwarya Rai - Poonam Pandey - Sherlyn Chopra
Salman Khan ( Bigg Boss 6 ) - Shahrukh Khan - Shahid Kapoor - Hrithik Roshan - Aamir Khan - Ranbir Kapoor