month outerwear brand Barbour opened its first pop-up shop on Commercial Street in Spitalfields, east London, showcasing its Heritage collection. Although most tend to open for about a month, Boxpark will provide a longer shelf life with brands offered a lease for at least a year. Most of the young fashion brands
Drapers contacted said Boxpark has appeal. Religion brand director Jamie Lloyd says he is “definitely interested” in opening a shop. “It offers a great alternative to the
usual ways of getting into retail. It’s right by the new Shoreditch High Street tube stop and it’s an upcoming area of London. With lots of brands involved it’ll attract a lot of footfall,” he says.
“It offers a great alternative to the usual ways of
getting into retail” Jamie Lloyd , brand director of fashion brand Religion
Another young fashion brand’s
sales director, who wishes to remain anonymous, says: “It’s a good idea if you’ve got a brand that is in its infancy and hasn’t got the finance to build a shopfit and set up a long- term presence somewhere. It’s a good way to experience retail because it’s all very well to get feed- back from stockists on how your brand is doing, but you don’t know
how it actually works through retail until you try it yourself.” However, although Boxpark will
no doubt help brands test the retail space at a relatively low cost, its container-unit approach means it could be difficult to get a brand image across to shoppers. The young fashion sales director
says: “A bigger brand isn’t going to be able to get any of the brand DNA across with a small store. How can they showcase their whole products and brand message?” Hinton adds that if Wade is label-
ling Boxpark a “pop-up mall”, then consumers will expect the brand mix to be continually refreshed. “Brands are going to have to be crea- tive in such a small space.” Wade argues though that brands
should always be striving to differ- entiate themselves through their collections first and foremost.
The right location Vernon Etridge, international sales manager at short-order dress brand Yumi, says the location is attractive. “There’s a good demographic
more resources on board as we don’t do retail,” he says. “I have an open mind [about the concept].” The past couple of years have seen
a transformation in the way brands move into retail, with many choosing to dip their toes into retail through opening pop-up shops. Hardly a week goes by without another brand opening up a pop-up shop, usually in London. US premium womenswear label Kate Spade launched a pop-up store in October on Henrietta Street in London’s Covent Garden, while last
“Brands can’t afford high street rent or perhaps don’t want to sit next to a high
street retailer” Roger Wade (pictured left), director, Brands Incorporated
On track: the pop-up mall (top) will sit close to Shoreditch station (above)
around there and I quite like the concept of getting brands together. Plus, it’s better than being on the high street and then Republic [the branded young fashion chain] appearing next to you.” Verdict Research analyst
Maureen Hinton agrees there are advantages for brands in the Boxpark concept. “Shoreditch is the kind of area brands would want to go to as there are early adopters there and people are looking for more unique clothes,” she says. “It also gives young brands the oppor- tunity to raise their exposure.” While Shoreditch Boxpark
remains in the forefront of Wade’s mind he does hope to open up a Boxpark in other major UK cities, such as Manchester, Birmingham and Brighton, as well as in cities worldwide. For Wade this is an opportunity
that goes beyond just making money. “Of course I want to make money but this is also about creating a venue for smaller brands which are starting to disappear.”
December 3 2010 Drapers 9
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