Fashion Revolves Around Brick and Mortar: The Increasing Prevalence of Pop Up Shops
By Sarah Cortina
It’s no secret to anyone that we live in an increasingly digital world. A generation of consumers who grew up perusing books in Borders and movies at Blockbusters now scrolls through Amazon and Netflix instead. Through the rise of globalization and proliferation of online everything, every current major retailer has transitioned at least partially to an online marketplace, and many have found success in exclusively online retail. Prettylittlething, Boohoo and Shein have proven to be among the most successful contenders in exclusively online retail business models. Just this spring, Shein was given a valuation at a whopping $100 billion.
Yet, despite the undeniably prevalent powerhouse of online retailers, there remains an ever-present love for the physical, in-person experience of retail therapy. An experience which, like many other tactile experiences in our lives, cannot be replicated digitally. Many online retailers realize this and have opened physical stores or pop-ups to accommodate shoppers who prefer in-person shopping. In Los Angeles, the latest example of this phenomenon can be found at multiple locations on Melrose Avenue, one being at the temporary revival of the Revolve Social Club. The physical brick and mortar establishment which was previously an invite-only shop has opened its doors to the public, showcasing the demand for an in-person retailer.
The intersection of the digital world within the pop-up is inherently present. They are powered through Venmo, and the aesthetically pleasing space is undoubtedly designed for photo opportunities. Yet still, the whole point of the store is for it to be an experience. The pop-up shop features a coffee bar that serves drinks in collaboration with the popular coffee brand La Colombe. All in all, Revolve has created a sensually immersive experience for shoppers, creating a physical association with the online merchant.
Retailers whose relevance is preserved in their in-person presence are those which sell second hand or vintage clothing. The in-person experience is one that is notably important for a shop like the Real Real and Depop which sell exclusively second-hand clothing. Selling a variety of brands from a range of time periods may make it so sizing does not always match what one may think, enhancing a desire for physically trying on an item of clothing prior to purchasing.
Many brands also use physical pop-ups as a not-so-subtle form of advertising. Last month, Dior Beauty held a week-long pop-up on Melrose to advertise their new fragrance, Miss Dior. The pop-up imitated that of a garden, with photo-ready opportunities and free drinks and pastries, on top of free samples of the new fragrance for visitors. By having a physical experience for users to make an occasion out of or simply stumble upon, brands can grab consumers who may have not considered their product initially.
Additionally, despite a common belief that in-person retail, especially post-pandemic, is dead, the statistics dictate that this could not be further from the truth. The total sales from brick and mortar stores continue to far outpace that of e-commerce. According to data collected by the U.S. Department of Commerce Statistics, even in Q4 of 2020, e-commerce sales accounted for just 14% of total sales ($1.47 trillion in person compared to $206.66 million online).
There is undeniable convenience that comes with online shopping, something consumers and corporations are quite aware of. Still, brick and mortar stores continue to remain rightfully prominent through the tactile experience that accompanies a physical clothing shop. Evident through both the raw income made in total and the ever-growing presence of pop-up shops, it is absolutely clear the reasoning as to why exclusively online retailers have increasingly begun choosing to create in-person shopping experiences, and why brick and mortar stores are not just in bloom, but why they still reign supreme.
Yet, despite the undeniably prevalent powerhouse of online retailers, there remains an ever-present love for the physical, in-person experience of retail therapy. An experience which, like many other tactile experiences in our lives, cannot be replicated digitally. Many online retailers realize this and have opened physical stores or pop-ups to accommodate shoppers who prefer in-person shopping. In Los Angeles, the latest example of this phenomenon can be found at multiple locations on Melrose Avenue, one being at the temporary revival of the Revolve Social Club. The physical brick and mortar establishment which was previously an invite-only shop has opened its doors to the public, showcasing the demand for an in-person retailer.
The intersection of the digital world within the pop-up is inherently present. They are powered through Venmo, and the aesthetically pleasing space is undoubtedly designed for photo opportunities. Yet still, the whole point of the store is for it to be an experience. The pop-up shop features a coffee bar that serves drinks in collaboration with the popular coffee brand La Colombe. All in all, Revolve has created a sensually immersive experience for shoppers, creating a physical association with the online merchant.
Retailers whose relevance is preserved in their in-person presence are those which sell second hand or vintage clothing. The in-person experience is one that is notably important for a shop like the Real Real and Depop which sell exclusively second-hand clothing. Selling a variety of brands from a range of time periods may make it so sizing does not always match what one may think, enhancing a desire for physically trying on an item of clothing prior to purchasing.
Many brands also use physical pop-ups as a not-so-subtle form of advertising. Last month, Dior Beauty held a week-long pop-up on Melrose to advertise their new fragrance, Miss Dior. The pop-up imitated that of a garden, with photo-ready opportunities and free drinks and pastries, on top of free samples of the new fragrance for visitors. By having a physical experience for users to make an occasion out of or simply stumble upon, brands can grab consumers who may have not considered their product initially.
Additionally, despite a common belief that in-person retail, especially post-pandemic, is dead, the statistics dictate that this could not be further from the truth. The total sales from brick and mortar stores continue to far outpace that of e-commerce. According to data collected by the U.S. Department of Commerce Statistics, even in Q4 of 2020, e-commerce sales accounted for just 14% of total sales ($1.47 trillion in person compared to $206.66 million online).
There is undeniable convenience that comes with online shopping, something consumers and corporations are quite aware of. Still, brick and mortar stores continue to remain rightfully prominent through the tactile experience that accompanies a physical clothing shop. Evident through both the raw income made in total and the ever-growing presence of pop-up shops, it is absolutely clear the reasoning as to why exclusively online retailers have increasingly begun choosing to create in-person shopping experiences, and why brick and mortar stores are not just in bloom, but why they still reign supreme.