Celebrities continue to launch pop-ups to promote their latest projects. Include Kanye West, Kylie Jenner, Drake and Gwyneth Paltrow in the mix. Recently, Reese Witherspoon opened her first pop-up store called Draper James. This lifestyle brand with a Southern twist celebrates Witherspoon’s Southern heritage and is named after her grandparents whose style she admired greatly. She has already opened two stores, one in Nashville, Tenn. and in Dallas, Texas. “If you think of celebrity as a brand in and of itself, [these brands] are getting into retail particularly pop-ups,” says Liza Cantu, National Marketing Director, Mall Retail at Westfield. “It helps increase their presence both physically, and with the media who report on it. With pop-ups, the time commitment is small and the marketing benefits can be major, another reason they’re a hit.”


It is what is called collaborative consumption where everyone is looking for a more affordable solution. In the sharing or peer economy, owners rent out everything from rides through services like Uber and RideShare to vacation rentals from Airbnb and VRBO. These innovative companies have changed the way people book car service and travel accommodations. How will such collaborative consumption impact shopping centers, commercial real estate and office buildings? For one thing, expect to see more shared office and retail space in the future.


Duffy C. Weir is the contributing Trends Editor for Specialty Retail Report. She’s been a trend spotter for the magazine for over a decade and has more than 30 years experience as a director of specialty retail. She is now an independent retail marketing and sponsorship consultant. Weir travels the world searching for what she says “makes marketplaces tick.” She can be reached at Duffyllc@comcast.net.


38 Specialty Retail Report n Winter 2017 SpecialtyRetail.com


Star


Wattage


The Sharing Trend


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84