At last local retailers are catching on to a growing international trend in retail – the pop-up shop phenomenon. Not only are these exciting temporary brand experiences being used to boost sales by offering consumers something special for a short time only, pop-ups are also a fantastic means for face-to-face engagement with the market and the chance for companies to get valuable firsthand feedback about new products and services.
Taking the lead in the local market, The Foschini Group’s Sportscene is rolling out a number of pop-up shops, branded as The Scene, across the country. For these, The Scene has curated a special selection of the hottest sneakers, clothing and accessories – from leading brands including Nike, Air Jordan, adidas Originals, Puma, Converse, Vans, New Balance and Redbat – just in time for the festive season.
Why pop-ups? “We wanted to offer consumers something different, something they’ve not yet seen or experienced in our sports-inspired streetwear stores before… The Scene pop-ups bring a taste of the street-smart sneaker trend into shopping malls, while making it perfectly suitable for us to pop up on high street locations, where our customers are”, says Craig Lamb, Head of Sportscene.
“Pop-up shops can be setup very quickly, which allows us the opportunity to offer our customers a unique brand experience at music festivals, concerts and events that are relevant to our target market”, says Lamb.
Sportscene pioneered its first pop-up shop at Canal Walk in August, with the launch of an 85 square metre store, filled with highly sought-after sneakers, clothing and accessories. The team grabbed the opportunity to fill an empty storefront with an exciting temporary offering. This initiative quickly delivered results, encouraging a national rollout of pop-up shops.
What made this decision easy too, is the involvement of PopUp ShopShop, with our turnkey solutions to popping up in South Africa. PopUp ShopShop secured the spaces for short-term rental and, along with partners The Design Company (TDC & Co.), produced pop-up kits for The Scene. TDC & Co. has a rich, 21-year track record in designing and creating beautiful spaces for retail and exhibition environments. In collaboration with PopUp ShopShop the team has designed and delivered a modular, lightweight, flat packable and environmentally friendly pop-up solution for The Scene. One, which very impressively, can be set up, ready for action in just 2 days.
The Scene will be popping up across the country over the next few months. Pop in on Long Street, no. 219, and at Eastgate Mall, opening 11 Nov, Festival Mall, opening 13 Nov, Access Park, 12 Nov and Vaal Mall, from 18 Nov.