Hubert Burda Media

Why luxury fashion brands are leveraging pop-up concept stores


With two concept stores awaiting to break boundaries come early October, Moncler is set to put up a spectacle for audiences across the globe.

Its latest Moncler Genius project – made up of eight unique, individual single collections – will be seamlessly presented on October 4 in two specially-curated House of Genius stores in The Big Apple, of course, where the New York Fashion Week ended on a high, and in Asia’s trend-setting hub for fashion and style, Tokyo. The duo will join the brand’s over 50 pop-ups planted in department stores and boutiques worldwide.

The Moncler popups in Hong Kong and Macau (pictured) will run till 17 Oct.

Using concept and pop-up retailing as part of its strategy to wrestle for greater market share isn’t surprising for a brand like Moncler, which places emphasis on innovation and creativity. No doubt, the tagline of its Moncler Genius project shouts: “The Next Chapter. Invention and Innovation”.

The label is looking at redefining the concept of temporary space with the project, it says, to offer customers a different, complete Moncler experience. The two new House of Genius stores in New York and Tokyo will be interactive spaces lined with activities for the brand to engage with customers.


Celebrities (in this case Dickson Yu and Angela Yue) dropping by popups brings buzz and excitement for customers.

“The House of Genius in New York and Tokyo are designed as interactive spaces animated by special activities to connect them even more and to establish a close and comprehensive contact with the metropolitan context in which they insert themselves,” says Moncler in its press release.

To add on, the two stores will house some of Moncler’s unique creations and limited products birthed by designers tied to the project including a vinyl recorded by the French film composer Alexander Desplat, who has won two Oscars and a vintage duvet patchwork blankets inspired by the 2 Moncler 1952 collection. Japanese musician Hiroshi Fujiwara is also working on a limited edition book produced in association with Burton for the stores, and for pet lovers, Poldo Dog Couture has also designed a set of yellow-black toys for the stores.

The two concept stores will also feature The Yellow collection, comprising “one-show products and cult items” including laptop sleeves, knitwear caps, pencils, notebooks and even smartphone covers, all sporting yellow and black colours that tie in with the Moncler Genius collection.

 

Popping Up
Moncler indeed shows us how that strategy — involving not only its products, but also its concept and retailing methods — paves a way toward, as Ruffini says, a new future.

Pop-up stores are not uncommon here. Bringing it closer to home, French luxury brand Chloé opened its first pop-up store earlier this year in June. Located at the heart of Singapore’s shopping shopping district, the store sports a curated pool of 20 exclusive products from bags to leather goods and sunglasses.

Swiss watch manufacturer International Watch Company (IWC) also launched a two-week pop-up store in May for its 150th anniversary. The label gave its pop-up a dark and industrial touch to replicate the company’s first factories in Switzerland, and even flew in legendary watchmaker Kurt Klaus to share with customers his experiences with the brand after watching it grow over the past decades.

Other luxury brands such as Louis Vuitton, Fendi, Marni and Chanel have also joined in the fun, having their own share of pop-up stores over the past years.

 

The idea of pop-ups, just like Moncler’s House of Genius, offers customers to immerse in a different environment and space altogether, and gives the brand an added alternative to interact and engage with its customers. Like the Chloé pop-up, it offers customers an intimate space to come together and enjoy the brand in a personal way.

“Holding a pop-up like this gives us a chance to not only showcase the heritage of the brand, but also educate customers and give them a chance to discover the world of IWC,” IWC Southeast Asia’s Managing Director Stanislas Rambaud told local media. “It is not only about sales, we also want to engage with our consumers in a different way.”

With more brands adopting this retail culture — Italian fashion houses Valentino and Bvlgari are currently having their pop-up stores at ION — we might just be seeing more of such immersive and interactive pop-ups (well) popping up in the future.

Awesome Digital

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