Fashion brands build intimacy through exclusive service-led pop-ups

Although shopping more online due to the pandemic, customers still crave the intimacy and practicality of physical retail. 46% of customers stated that they prefer to try before they buy, which is why 76% of retail goods are predicted to be bought in stores by 2025 (Euromonitor, 2021).

To meet this customer need, brands are pivoting to new pop-up service-led experiences, designed to bring the intimacy of retail conveniently to customers. Through pop-ups, customers can make confident purchases, with access to personal expert help and tangible try before buy services. For brands, they can get closer to customers, re-engaging them through new services that build more meaningful relationships.

Louis Vuitton launches a shop on wheels in LA called ‘LV By Appointment’, which travels to customers’ locations. Customers must book an appointment at their local store and associates will select products tailored to their personal preferences.

Diesel launches new pop-up format in Amsterdam and Washington D.C. The pop-ups pay homage to Diesel’s heritage, using the brand’s colour red on the walls and ceiling as a primary design feature. Customers can buy seasonal products as well as the new collection.



Diesel launches new pop-up format in Amsterdam and Washington D.C 

Louis Vuitton launches mobile boutiques

Mango will launch new sustainability format next month in Germany

Cult fashion boutique Machine-A and the Institute of Digital Fashion launch augmented store environment



Hotel brand Accor partners with Microsoft to launch a new hybrid meetings concept

Singapore has opened a purpose-built ‘covid safe’ hotel and meeting space for business travellers and Singapore residents



Intersport launches its latest global campaign ‘You Never Sport Alone’ to celebrate its sporting community



London Fashion week is gender neutral and launches virtually in 2021

Edeline Lee uses fashion week slot to stream an audio-only podcast

Artist duo Ania Catherine and Dejha Ti collaborate with Mithridate to present an interactive experiential digital experience at London Fashion Week

Uber Eats partners with Hasbro to launch new toy store on its platform

Lego partners with Universal Music Group launch new app that turns kids into music video creators

Rihanna’s lingerie brand Savage X Fenty now has a $1 billion valuation


Image courtesy of  Paul Warchol, Louis Vuitton / Vogue

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