Comme des Garcons, the venerable fashion brand with several outposts around the world has opened [arguably] the smallest pop-up store.
Meant to fit within a small corner in a large retail space, this little pop-up concept only stays put for a bit before being shuttled off to another location.
The little black box of buzz creates traffic-driving madness to the store which hosts it. And because of the small footprint, not to mention lack of costs, Comme des Garcons reaps big benefits in awareness, sales and profits.
THE REAL WORLD RETAILING TAKEAWAY
Think small to think big.
I continually think about how retailers can take advantage of what’s going on in the world of retail trend and apply it to their business. Short-term gains seem to be de rigeur for retail these days, with promotions, sales, events and more all meant to “goose” sales. And the mini-me pop-up is just another tool (albeit a very unique and interesting one) to get traffic in the doors.
How can you partner with your vendors to create a mini-me pop-up that you can host inside your store? With Commen des Garcons, it was the novelty of having the brand in the store that helped it sell. But think about existing brands you may already have in you store. How do you take advantage of them while making them new, exciting and fresh?
It simply can be to refocus attention in the store around the brand.
- Move it to a place of prominence.
- Build out a space using graphics and propping to call attention to it.
- Host events related to the brand.
- Give away samples of the brand.
- Offer a deal or a gift with purchase for the brand.
All of these are ways to create your own mini-me pop-up and drive traffic to your store, simply because you’re only going to do it for a limited time. And that’s the purpose of a pop-up after all.
How are you creating a mini-me pop-up concept in your store?
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