Stores Pop-Up at Shopping Centre

Recent reports I've read have painted a more positive picture for retail performance. In the UK, while there is caution over the continuing wet and cold weather over the long Easter holiday weekend, the Office for National Statistics reported that fashion stores are spearheading retail sales, while the BDO LLP  accounting consultancy also said UK high street sales have shown positive growth, with fashion growing at 9.1 per cent for eight weeks ending on 14th March, comparing favourably with the same period last year. Womenswear and formalwear were the better performing sectors.



According to a recent study by PricewaterhouseCoopers and retail consultancy Retail Forward, “The New Consumer Behaviour Paradigm: Permanent or Fleeting”, shoppers in the US are more careful in the way they spend and the days of impulse buying are over.  Back in London, a fleeting retailing experience has been “popping up” over the last year or so. Pop-up stores have become a marketing tool in these post-recession challenging times. While landlords look at ways to fill-up otherwise empty shop spaces, retailers can use it as a way to test the market before committing to a long-term lease.  Last Thursday (traditionally a late-shopping day in London), I attended the opening night of a series of ‘pop-up’ stores on the 1st floor of the Whiteleys  shopping centre in Bayswater. Alongside Whiteley’s permanent boutique Fussy Nation which opened end of last year, the pop-up stores included the FrostFrench brand by Sadie Frost (ex-wife of actor Jude Law) and Jemima French, who were both there, as well as Junk Food for retro American T-shirts, vintage brand Wildfox and Disney Couture. These temporary boutiques, lasting till December, provide a much-needed boost for the Whiteleys which, although it does have Zara, Gap, H&M and Muji, an Odeon cinema and various restaurants on offer, and is not far from the aspirational boutiques of Westbourne Grove, it does lack that upmarket fashion appeal of Westfield in White City/Shepherds Bush. For fashionistas, the Whiteleys opening night was a chance to dress to impress and to rub shoulders with the likes of Remi Nicole, Kelly Osbourne and Eliza Doolittle.  Ellen Lewis, Associate Director of Jones Lang LaSalle who has managed the initiative for Standard Life Investments, said consumer habits have changed drastically in the last five years, so it’s vital that shopping environments and stores align with customer demand. The whole “pop store” concept gives consumers something that is exclusive and discovery-driven as many of the products on sale tend to be limited editions or limited quantities selling in a short timespan. “With rotating retail brands and/or store environments, customers can experience and purchase something different with every visit.”

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Stores Pop-Up at Shopping Centre

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