Etailer Boohoo.com has used its New York pop-up shop to combine online and physical retail, increasing brand awareness in the process.
The store that is extensively digitally enabled but which nevertheless remains a shop seems to be the Holy Grail at the moment.
A good attempt is made by fashion etailer Boohoo.com with its pop-up store on New York’s West Broadway.
The shop has been up and running for a couple of weeks and ceases to be on November 18. But in that time its mix of celebrity blogger events, virtual mirrors and Christmas jumpers (branded “supremely English” by a member of the store’s management) has attracted crowds of shoppers.
The store is a white box with computer monitors on the ground floor and mannequins wearing the products in the basement.
The monitors allow shoppers to cruise the Boohoo range in its entirety.
This is all about raising brand awareness, but it has been done effectively without breaking the bank, covering all of the pop-up and digital to physical bases.
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