Discover how three international retail giants used pop-up stores to change the way Australians shop this year.
Best & Less
Earlier this year, South African-owned retailer Best & Less launched a pop-up store with a difference at Westfield, CBD Sydney. The store was branded L&B (B&L backwords) and designed to look like a high-end designer boutique. However, all garments were from the Best & Less product range, with customers reaching the counter to discover their purchases were up to 70 per cent off. Customer reactions were captured on hidden cameras, with the activation capturing mainstream media interest and going viral online.
Uniqlo
Japanese retailer Uniqlo opened a pop-up store in Swanston Street, Melbourne ahead of its official entry into the Australian market. The brand launched the store to coincide with The Australian Open, maximising on its ties with brand ambassador Novak Djokovic. In addition to giving consumers a first taste of Uniqlo product, the brand collaborated with Djokovic on a 2014 Australian Open Collection, which was available for the first two weeks of the brand’s residency.
Coach
Luxury retailer Coach marked the launch of its ready-to-wear collection in Australia this month with two pop-up stores across Melbourne and Sydney. The stores, located in Westfield Bondi Junction and Chadstone, were linked with a social media competition inviting customers to Instagram an image of their favourite piece with the hashtag #CoachAustralia.
