As part of the celebrations for London Fashion Week, the British Fashion Council has announced that it will be establishing its very first pop up store from September 13 to 22.
London Fashion Week is one of the most eagerly-anticipated events on the fashion calendar each year, part of a series of high-profile events in New York, Milan, Paris and more.
This year, fashion-lovers can look forward to something new as the British Fashion Council will be setting up shop across two ground-floor rooms in the West Wing of the Somerset House.
The pop-up will be showcasing a variety of must-have accessories and shoes, with brands such as Markus Lupfer, Bella Freud, Sophia Webster, House of Holland, Lulu & Co and more all making an appearance.
In addition to this, the pop-up will also host a variety of events including flash sales, interviews, musical performances and readings.
“The shop at London Fashion Week will be the first of its kind and will present capsule collections from eight of the biggest names in British contemporary design,” British Fashion Council Chief Executive Caroline Rush said in a September 5 statement.
“With the creative conceived by one of the world’s most renowned British artists and the space crafted by one of the most exciting names at the helm of set design, this project celebrates UK-based talent from varying disciplines bringing it together in a living, breathing space.”
Retailers in Australia may want to take note of the pop-up trend, which involves taking over a temporary space for a specified amount of time.
Pop-up stores have become one of the most popular retail trends in recent years, with everyone from Target to HBO setting up their own version of the temporary stores.
The exclusivity associated with these types of events – not to mention the time limit – can lead to a great payoff for companies who are able to establish their own pop ups successfully. As this particular case highlights, it may also be a good retail strategyto align your own pop up with a popular and well-known event that’s sure to draw in big crowds.