Pop-up shops are being used increasingly by brands to showcase collections and trail retail concepts in different areas. They are great at raising brand awareness and can show off fun and innovative ideas. The latest pop-up hub from Harvey Nichols has toured London for four days giving consumers a sneak view of the feminine fourth floor. Consumer interaction was emphasised through competitions - which were glamorously run through their jewel encrusted phone booth! Harvey Nics also introduced a vending machine idea, but rather than picking up a chocolate bar customers could get their hands on ipods and Comme De Garcons wallets! I think this was a great idea and certainly something to be remembered.
The pop-up hub was located in key fashion areas including Hanover Square, Spitalfields Market, Notting Hill and the Southbank Centre. Along with all the fun and games visitors were treated to performances from Samantha Ronson and new star Daisy Dares You.
This marketing technique engages the audience and allows Harvey Nics to communicate with their consumers on a personal level. Shame I missed it!
Kathryn x
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