Christian Louboutin and Bottega Veneta join the luxury pop-up phenomenon
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It's retail's answer to Tinder dating – a short-term relationship that's pitched to the consumer with few strings attached. What's more, there's plenty of perks to make you feel like you're the only one in on a VIP secret.
The rise of the pop-up store has seen many luxury brands latch onto the 'now-you-see-us, now-you-don't' shop front in a bid to gain your attention and make you feel important.
In a world of ever-changing consumer expectations, the arrival of the pop-up gives retailers a chance to shine a spotlight on limited edition collections while consumers can buy exclusive drops only few will have a chance to own.Whether that's cult sneakers, bags or clothing, pop-ups curate a selection of product targeting budgets seeking a slice of this luxury experiment.
But the rise of the pop-up is more than just showcasing stock with a limited run. It's about retailers not tying themselves into rental contracts, free to do the Houdini when the magic runs out.
Christian Louboutin recently opened its first men's stand-alone pop-up store a stone's throw from its boutique in Sydney's Bondi Westfield location. It's the first of its kind in the southern hemisphere.
The Paris-based designer's decision to open a pop-up until January 2018, gives gents a chance to purchase three footwear styles from the Rollerboat sneaker known for its iconic spikes, the Luglion in all its signature linear red line glory while the Thomas II dress shoe is also available.
In a world obsessed with online transactions, the pop-up sees a return to the tactile shopping experience but for a short-stay only. You'll hardly have a falling out because the pop-up doesn't give you a chance to make an attachment.
The pop-up concept wave in Australia follows those who set the benchmark abroad – look at Spanish luxury label Loewe in their Ibiza pop-up this past summer. The store opened at Ibiza's MACE (Museum of Contemporary Art) to coincide with two exhibitions – the Guerlain collection and Paula's Ibiza vintage pieces.
And the Kingsman X Mr Porter pop-up shop in London's Piccadilly is an example of an online retailer cashing in on real-time events. It will remain open until the end of the year and gives fans and consumers a chance to buy the film's world of curated British luxury, with a new line focused on iconic Americana.
According to Ferris, the hype around a pop-up generates more sales, which translates into a huge win for brands.
"The more hype created around a pop-up space and the product within it, tends to drive more clients into the stores equating to higher sales," says Ferris.
"Exclusive product ranges and limited number of pieces have a big appeal to clients."