Winter 2017
Top 10 Industry Trends of 2017

7: Make room for the big brands

Specialty retail especially as applicable to pop-ups continues to be seen as a lucrative channel to promote brand awareness and increase visibility even by high-end luxury retailers. Take the case of Hermes for example, which opened a pop-up shop in a fashion mall in Malaysia just a few months ago.

In a really fun experience, Pantone, the color trends forecasting company opened a pop-up cafe in which products sold are of the same hue as the shades forecasted. Case in point: the “Raspberry Rose” French pastry or the Pantone 19-1103, a shot of espresso for the tired customer.

When luxury retailers participate in pop-ups in the common area, they take plenty of advantage of social media hits and there are definite expectations of what the physical store should look like, says Suzanne Cayley, Vice-President, Specialty Leasing, Aurora Consultants Inc. “Particularly if it’s high-end brands, like Kate Spade or Gucci, or Louis Vuitton doing things, then the expectation from the consumer is that [the specialty retail outlet] is going to resonate to their
brand, and to have the same feel that they’re looking for in their permanent or longer term stores.”

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Patricia Norins

Patricia Norins serves as VP of Specialty Retail & Publications at the International Council of Shopping Centers (ICSC). Considered the authority on specialty retail, she has been tracking the industry for the past thirty years. Norins is Publisher of Specialty Retail Report, the voice of the specialty retail industry (carts, kiosks and pop-up stores). SRR has a readership of more than 75,000 each quarter.

Poornima Apte

Poornima Apte is a Boston-area freelance writer and editor specializing in retail and the book publishing industry. Learn more at wordcumulus.wordpress.com.
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