Hello fabulous readers! It's been a while since I posted but don't fret, I am still around doing some research, writing and I'll certainly be posting. Just bear with moi ;-)
Today I will be looking at Pop Up Shops. Despite the constricting economy around the
world, one thing that is still on a major turnaround is the appetite of global
fashion lovers towards the upkeep of their image and their style.
They say look good to feel good and this
saying is definitely so as despite a decrease in job numbers and the
availability of disposable income, many seem to still find a way to buy the
next new outfit or accessories.
The rise of Pop Up Shops; a phenomenon that
has taken over the 2000’s and is still on the rise, as a business option for
new retailers and a possibility for brands from Africa.
With soaring rental prices and many
businesses unfolding in the high street under the pressure of the shaky
economy, many retailers and business owners are ever on the lookout for cost effective marketing options
to bring their products to the public and therefore grow their businesses.
In fashion, arts and the restaurant world,
the idea of a “Pop Up” space is fast becoming the new norm enabling the
availability of a certain genre of food or arts or fashion items to the masses.
Pop Up spaces are lasting anything from a day to even over 6 months as seen in
the collaboration a few years ago between the fashion brand Fondazione Prada
and Momo’s restaurateur owner in a restaurant project entitled “The Double
Club” in Islington.
In the fashion world, we have come to see exclusive
brands creating pop up spaces as a way of bringing their products to a
particular area, or as a way to introduce a collaboration project or a new item
on the market. Internationally renowned luxury brand Louis Vuitton opened up pop
up spaces in New York, Tokyo and Singapore to introduce their partnership with
Japanese artist Yayoi Kusama. Chanel also came to town when the major brand
opened its first stand alone British beauty store in the heart of Covent Garden
this year. The brand also created pop up stores in Saint Tropez and Cannes last
year ensuring they keep their VIP clientele pampered and replenished thus
maintaining their brand reputation.
In the African fashion world, this trend is
fast becoming a gateway to where many brands within the industry can reach out
to their audience and market their products. Increasingly, many retailers and
business owners selling fashion pieces from designers within this industry or
emerging designers with no major investors are using this option to create
buzz, sell and grow their business.
Within this article, I will be looking at a
few pop up shops that have recently taken place around the globe such as:-
Soboye:
Based at Shoreditch, Soboye, the temporary shop
launched in July 26 and remained open throughout the London 2012 Olympic Games
until September 19, selling African-inspired fashion, jewellery, accessories
and more.
The shop was
turned into a visual feast of colour and textures with stunning jewellery
pieces from Anita Quansah London and some beautiful Perspex pieces from new
designer Adjoa Acquah of Joansu, fashion items from Nkwo, Chinakwe and Chichia
as well as footwear brands Dionne Gooding and Mo’Saique also made the list.
Incredible
art pieces and accessories from across Africa were showcased as well umbrellas
and accessories from, Ayo Binitie II and Babatunde, a brand based in Johannesburg.
Striking cushions from Eva Sonaike added some comfort to the event as well as
some furniture from blossoming new kid on the furniture scene; Yinka designs.
Items by
Soboye´s creative director, Samson Soboye, were also available. The Nigerian
designer, who opened his self-titled boutique in 2002, has also worked for The
Guardian and The Independent, among other publications, and taught at the
London College of Fashion.
Merchants On
Long:
Merchants On Long, Cape Town’s most
enchanting concept store, popped up in London residing at like-minded luxury
showroom, The Shop At Bluebird on Kings Road from 2 May to 16 June of this year
bringing with it a selection of made in Africa fashion and lifestyle items hand
selected by Merchants On Long’s creative director Hanneli Rupert.
Brands on display included Patrick Mavros,
Suno, LemLem, Sawa and Lalesso. The Johannesburg born designer is no stranger
to London, having studied here and lived across Europe before returning to Cape
Town to establish the store and handbag line Okapi in 2010.
Through Okapi he met an incredible network of
designers within Africa striving to achieve a common goal of creating artisanal
and luxurious African merchandise. He couldn't however find a store
specialising in selling these products and therefore decided to open one
himself.
When asked why a pop up? Here’s Rupert’s
reason: “There is a growing interest in African luxury internationally and many
of our clientele are based in Europe. I don't have plans to franchise Merchants
On Long, as I want to stay true to it being a destination store. So the pop up
at Bluebird is a great way to juxtapose some of our top local brands, which
haven't been sold abroad before, with internationally successful labels. I want
to showcase exceptional African products to an internationally-minded consumer.”
(Courtesy of Arise)
Buki Akib:
This collaborative pop up project between
Buki Akib and Darkroom was to launch her “Wives” bag collection in London from 24th
May - 7th June 2012.
Buki Akib is a Nigerian-born knitwear
designer who graduated from Central Saint Martins and now splits her time
between London and Lagos. Her eclectic mix of textures, pattern and colour
captures a unique African style that has long been an obsession of Darkroom.
The “Wives” collection offers luxury women’s
bags inspired by the extravagant Fela Kuti and his twenty-seven wives. Using an
explosive palette and contrasting textures, the bags offer a celebration of
sensuality and individuality in honour of the lustrous world inside Fela’s
Shrine. Each bag captures the essence of each of his wives; from the delicate
Tola clutch comprising gold silk yarns and dusty lurex, to the bold graphic
patterns of the Funmilayo bag. The Sandra bag features long sensuous tasselled
fringing in sandy gold, whilst each piece is knitted with Buki’s signature use
of traditional Yoruba hand weaving of South Western Nigeria.
Darkroom were extremely excited to be working
with Buki and were particularly proud to support her use of Nigerian based
artisan weavers who hand-made the each of the wonderful bags.
Their window installation featured the bags,
alongside garments from her mind blowing “Fela” menswear collection.
SupAfrik:
SuperAfrik sets up a physical pop-up
shop/gallery lasting anywhere from a week to a few months featuring the works
of some of the artists and brands featured on their blog.
The pop-up is a travelling caravan of some sort
rotating through different cities across Canada. The previous one took place in
the heart of Toronto’s fashion district from July 26 to August 4 of this year featuring
London based ethical label Chichia London as well as Parisian based AITF crew
whose range of T shirts promote a positive thinking towards the African
continent.
My Asho:
My Asho, an online retailer developed in 2008
to celebrate and promote the talent of designers from Africa based around the
world providing the best in authentic African inspired designs, has been for
the last 2 years popping up in London’s Notting Hill during the Christmas rush.
Knowing how much money is spent on the high
streets during this period; the retailer gives access to fashionistas the
possibility of checking through the racks and purchasing beautiful pieces from
renowned designers from Africa such as Jewel by Lisa, Christie Brown, Tiffany
Amber, Zebra etc.
The space is usually beautifully arranged to
give the shopper a unique and relaxing shopping experience.
These pop up spaces within the African fashion
industry especially prove to be beneficiary for the business owners as well as
the brands involved giving them an opportunity to maximise outreach and improve
their marketing.
With the lack of funding within the industry
at present, and a low number of brands that actually own a point of sale spot
such as Ohema Ohene in Brixton, Jewel by Lisa and Deola Sagoe in Lagos, Nigeria
or Christie Brown in Accra, it is clear that this option proves to be cost
effective for many.
As a business owner or a brand looking to
explore the pop up idea, here are a few tips!
- Choose a suitable location with great traffic
flow.
- Make sure it has your target crowd.
- Make use of blogs and social media to advertise
your pop up.
- Make use of the space; a well thought out
interior can attract the crowd.
- Price accordingly!
- Giveaways? If you have some, great!
- Be friendly!
- Keep a contact list of all those who come
into the store. This will be great for follow up.
- Have your business card ready to hand out.
Until the next post!
Follow me on Twitter: @Brownschuga
Fahschyonysta
(online research)
