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Check it Out : Reinventing the Pop-Up Shop

December 2012 By Joe Keenan
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As we're in the throes of the holiday shopping season, chances are you've stumbled upon a pop-up shop while out and about looking for the perfect gift. From Toys"R"Us to PB Teen (an offshoot of Williams-Sonoma) to GameStop, merchants are increasingly turning to the temporary retail spaces as a means to extend their store footprint without the burden of long-term lease commitments. Not quite here today, gone tomorrow, but you get the idea.

Well, it seems the pop-up trend is crossing over to the digital space. Canvas Lands' End, a line of the cross-channel apparel retailer, launched Arrivals, a virtual pop-up shop series curated by eight fashion and lifestyle bloggers, in late October. Each shop functions as its own microsite and features fall and holiday looks styled by the blogger in his or her unique style that readers can purchase. The shops live on the individual bloggers’ sites for a week as well as on the Canvas Lands’ End website, where all the bloggers’ shops have been compiled. The first Arrivals shop debuted on Oct. 30, with the other shops being rolled out weekly through the end of the year.

"E-commerce retailers have been turning to pop-up shops as a way to bring their merchandise to life for consumers," noted Michelle Casper, senior director of public relations at Lands' End, in a company press release. "We wanted to take a page from this concept, but with a unique spin that we believe will really resonate with our online savvy consumers. We decided to take it online and ask bloggers who inspire us to create personalized content for the shops. This will allow us to provide a great brand interaction to a wide audience throughout the fall and holiday shopping season."

Each Arrival shop will feature three looks styled by the blogger that will be available for purchase. The bloggers will also provide content — e.g., their styling processes, their must-have pieces, tips on where to wear their outfits — to help shoppers make purchase decisions, much like associates do in brick-and-mortar stores. The content within each shop is shareable via links that enable consumers to post the looks on their social networking pages, including Pinterest, Facebook and Twitter. Canvas Lands' End will be using the hashtag #CanvasArrivals to track the conversation.

 

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