Pop-up shops are becoming increasingly popular in the fashion industry. They started out in the 1990’s in urban cities such as Los Angeles, New York City, London and Tokyo. A pop-up shop is a temporary retail space that sells anything from fashion apparel to art, food, and technology. They are short-term stores that usually last from one day to four months long. The best locations for a pop-up shop is busy, high foot traffic areas or malls. A pop-up shop is meant to attract awareness, launch new products or to test out a location for a possible brick-and-mortar store.
The RealReal is a luxury consignor store that plans on taking advantage of this trend in 2018. The company ensures that every item they sell is 100% authentic. Their staff of 600 employees includes gemologists, authentic experts and horologists. You can rest assured that you will never purchase a counterfeit item from The RealReal. Allison Sommer, the director of marketing, acknowledges that importance of giving an online brand a street-level presence. They opened their first pop-up shop in New York City two years ago, that generated over $2 million. Thanks to their success, The RealReal is excited to test new markets throughout the United States this year.
The RealReal is focusing on customers who love fashion but aren’t as subjected to pop-ups like shoppers in New York are. It makes the pop-up more exciting, and increases the chance that they will attract a large number of consumers. Some of The RealReal’s pop-up shops even included a flower shop and cafe. Their future pop-ups will include their authentication specialists, who can assist their customers in person. Now-a-days consumers are looking for a unique shopping experience. They plan on holding private shopping events for their VIP customers at some point. As a seller, you will be able to bring in your items at the pop-up shop to get price quotes. The RealReal currently has over seven million online members worldwide.