Search

The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Gucci is kicking off a series of global, themed #popup stores designed to create more reasons for customers to shop across the year, especially in regions where the Kering-owned #luxury brand may not already have a physical outpost. The first shop opens today in Hong Kong, followed by Fukuoka, Seongnam, Paris and Denver in the first wave of openings throughout the month. Target destinations over the next year include Chengdu, São Paulo, Taipei, Bangkok, Moscow, Mexico City, Dubai and more.

Called  Gucci Pin , the temporary outposts will each be open an average of five weeks. In some cases, shops will open and close over the course of a year in the same city or location, dependent on the occasion. Each pop-up event will be amplified by dedicated digital content. Gucci Chief Executive Marco Bizzarri said in an email that the Gucci Pin stores will allow the brand to reach different consumer segments than it can with its brick and mortar stores.  We are therefore looking at Gucci Pin as a new map for new territories, combining an immersive digital activation to further enhance the physical experience,  he wrote.

For established brands, pop-up shops are a way to feed the growing demand for constant newness, especially among younger consumers buying entry-level price point items. Limited edition runs create a sense of can t-miss urgency. This strategy is meant to make it easier for #Gucci to execute these kinds of  ephemeral  #shopping experiences, as the company calls them, at scale and across multiple locations. It s especially important because Gucci s sales growth has slowed down this year. Can it work? Read the full story on businessoffashion.com [Link in bio]  : @gucci
Gucci is kicking off a series of global, themed #popup stores designed to create more reasons for customers to shop across the year, especially in regions where the Kering-owned #luxury brand may not already have a physical outpost. The first shop opens today in Hong Kong, followed by Fukuoka, Seongnam, Paris and Denver in the first wave of openings throughout the month. Target destinations over the next year include Chengdu, São Paulo, Taipei, Bangkok, Moscow, Mexico City, Dubai and more. Called Gucci Pin , the temporary outposts will each be open an average of five weeks. In some cases, shops will open and close over the course of a year in the same city or location, dependent on the occasion. Each pop-up event will be amplified by dedicated digital content. Gucci Chief Executive Marco Bizzarri said in an email that the Gucci Pin stores will allow the brand to reach different consumer segments than it can with its brick and mortar stores. We are therefore looking at Gucci Pin as a new map for new territories, combining an immersive digital activation to further enhance the physical experience, he wrote. For established brands, pop-up shops are a way to feed the growing demand for constant newness, especially among younger consumers buying entry-level price point items. Limited edition runs create a sense of can t-miss urgency. This strategy is meant to make it easier for #Gucci to execute these kinds of ephemeral #shopping experiences, as the company calls them, at scale and across multiple locations. It s especially important because Gucci s sales growth has slowed down this year. Can it work? Read the full story on businessoffashion.com [Link in bio] : @gucci

Leave a comment