Pop-up stores are all the rage right now as brands seize the opportunity to develop temporary retail units during key events in order to generate buzz around their products through ‘push retail’.
One such brand that sought to do just this recently, leveraging the media attention of London Fashion Week, was tight manufacturer Pretty Polly.
A specially created pop-up store was set up on a street corner of fashion hot spot, Knightsbridge housing a complete range of Pretty Polly, House of Holland and Aristoc tights. In addition to the product on offer the venue played host to a photographic studio, chill out area and offered a range of free beauty treatments.
The pop-up was marketed by a street team on the day, comprised of Pretty Polly tight clad models on roller blades. Those venturing inside could enjoy complimentary manicures and pedicures from Wah Nails, read a daily London Fashion Week newspaper, enjoy free drinks and enter a competition to become Pretty Polly’s next brand ambassador.
‘The Hunt for Legs Eleven’ competition - primarily a Facebook initiative - was brought to life at the pop up retail unit, with celebrity photographer Boyd Alexander taking free snaps of prospective candidates and model scouts from Leni’s modelling agency checking out the footfall into the venue.
The photographs were uploaded to a dedicated Facebook page and public voting and a panel of experts (including fashion designer Henry Holland) will select the ultimate winner. The chosen brand ambassador will then walk a away with a one year modelling contract with Leni’s modelling agency, £1,000 worth of River Island vouchers and free tights for a year.
The brand also utilised the ever-popular Foursquare check-in app with a location-based competition that saw the Mayor of the pop up venue also netting themselves a years supply of Pretty Polly tights.
"London Fashion Week is the perfect time for us to engage our target audience of 14-40 age women with this unique pop-up shop,” said Pretty Polly brands director David Hinchliffe.