7 Make room for the big brands S


pecialty retail especially as applicable to pop-ups continues to be seen as a lucrative channel to promote brand awareness and increase visibility even by high-end luxury retailers. Take the case of Hermes for example, which opened a pop-up shop in a fashion mall in Malaysia


just a few months ago. In a really fun experience, Pantone, the color trends forecasting company opened a pop-up cafe in which products sold are of the same hue as the shades forecasted. Case in point: the


“Raspberry Rose” French pastry or the Pantone 19-1103, a shot of espresso for the tired customer. When luxury retailers participate in pop-ups in the common area, they take plenty of


advantage of social media hits and there are definite expectations of what the physical store should look like, says Suzanne Cayley, Vice-President, Specialty Leasing, Aurora Consultants Inc. “Particularly if it’s high-end brands, like Kate Spade or Gucci, or Louis Vuitton doing things, then the expectation from the consumer is that [the specialty retail outlet] is going to resonate to their brand, and to have the same feel that they’re looking for in their permanent or longer term stores.”


“When luxury retailers participate in pop-ups in the common area, they take plenty of advantage of social media hits...”


SpecialtyRetail.com Winter 2017 n Specialty Retail Report 55


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