Product & Selling

The concept of temporary shared retail space is not new, it’s been around for hundreds of years in the form of fairs and markets. In fact the Vienna December Market was the fore-runner of the Christmas market so many of us are familiar with, and first ‘popped up’ in 1298. Pop-up retail as we know it today though, started in the late 90s when media entrepreneur Patrick Courrielche created The Ritual Expo in Los Angeles in 1997. It was a one-day event that brought together music, food and fashion, and was branded the ‘Ultimate Hipster Mall’. Hugely successful, large brands took note and over the next 20 years the winning combination of retail store and immersive experience, has continued to evolve.

With the decline of the traditional retail model, flexible retail space and pop-up stores are increasingly seen as the solution. But why are so many big names in retail failing? Brands now have to go beyond product to be seen as authentic, something that small brands are well-versed in because the product is usually inextricably linked to the founder and their values. We’ve also seen online shopping figures increase due to the pandemic, so to go to the shops is now an experience which has to be truly worthwhile, it has to be something memorable and which can’t be replicated online. This is valuable to local councils because it drives footfall and can make a town, city or even a village, a shopping destination.

Offers exposure to new audiences

You may feel like you know who your customer is but popping up in different places helps you learn more about your business and who it appeals to, which may surprise you. ‘Initially we thought Shoreditch is the place for contemporary graphic art and photography,’ says Aine, ‘And actually we were wrong – I mean, we were right, people do love it in Shoreditch, but people love it in Brighton, they love it in Hammersmith, they love it in Monmouth Street, and that was really encouraging, it gave us so much confidence to keep going.’

Acts as a ‘set’ for creating content

Aine and El used an early pop-up they had in Hammersmith to generate content. Through this they were offered space in Covent Garden because a member of the team at Shaftesbury (see below) found them on Instagram and was so impressed with images of their set-up. They also had Gok Wan post a photo of himself on Instagram outside the Covent Garden shop with an impulse buy – you never know who might drop in!

Can offer a real experience

Pre-Covid, the They Made This spaces could be used for printing workshops and other events. You could use your space for all kinds of ticketed events, but you can also simply create moments of theatre for walk-in customers. Can you give a demonstration of how you create your pieces or maybe offer bespoke items that can be personalised in a short window of time?

Pop-ups are a lot of fun and can give you so much knowledge and experience, but they’re not for the faint-hearted. Aine and El’s advice is to bring a tonne of energy because setting up and down is like moving house. You also need to leave enough time to publicise – it’s easy to get caught up in logistics but ultimately, you need people to visit you (and don’t forget those business cards). Plus, investing in a dongle is vital to ensure you have WiFi is vital and can take card payments.

Don’t forget that the more you do, the more well-known you become. Aine and El said “yes” to all opportunities and that meant that they were able to get first dibs on better spaces. When these opportunities do come up though, they’re often at short notice, so you have to be ready and willing to move quickly. The rewards are more than worth it! 

Another pro when it comes to pop-ups is Tillie Peel of the Pop-Up Club. She had her own vintage clothing brand and couldn’t afford to run a shop so she started doing markets. She knew that she wanted her own space though, and so pop-ups were an affordable option. Once she started doing them, she realised what a great sense of community could be generated by small businesses if they were given the chance to set up in city centres. It doesn’t just benefit the business owners, but also the landlords who may be struggling with empty units, and the local community who may feel like the high street has lost its spark.

Here are her top three things to consider:

Think about your price points

It’s worth having some ‘easy buys’ in your collection which are relatively straightforward to make and have a good profit margin. These are often a brand’s bread and butter, and allow for the bills to be covered while spending more time on the pieces that take longer to make.

What makes your brand stand out?

And how do you really tell your brand story in a temporary space? How do you encourage people to remember you afterwards so they can look you up and find you again? Think about displays and price tags. You want your branding and story to be prominent. A great example of someone who does price tags well is Pippa at Home, who makes soft toys out of recycled clothing. Each of her tags is handmade, features the individual animal’s name and lets people know what each one was made from (the previous life of the product) to really bring it to life. It adds value. She makes her website URL and social media handles clear so customers can easily find out more.