THE BENEFITS OF JOINING FORCES FOR A COLLABORATIVE POP-UP
As much as 2018 is the year for pop-ups, 2017 was the year for collaborations. Vogue Magazine ranked last year’s hottest fashion partnerships, and it’s no surprise that topping that list was Louis Vuitton x Supreme - arguably the most talked about pop-up event of last year. Nobody could have seen this collaboration coming, given that in 2000 Louis Vuitton sued Supreme for knocking off its logo. Fast forward to 2017 and the pair are teaming up for a partnership that would rival that of Ben Cohen and Jerry Greenfield (who knew there was anything better than Cookie Dough Ice-Cream).
The duo created everything from a skateboard trunk to a fanny pack, blending the logos, colours, signatures, and craftsmanship each brand is famous for. The pinnacle of the merger was pop-up events planned in a handful of cities around the world. Mania ensued in these temporary retail activations as fashion fans stormed stores to make sure they were lucky enough to snag a piece from the collection.
Collaborations aren’t just for brands who are working on something new, blending two products together to produce hybrid pieces. Brands are increasingly turning to collaborative events, such as pop-ups, as a way for two businesses to meet in the middle, while also maintaining their brand’s individualism, and here’s why:
CostPop-ups can be tailored to suit your budget, but sometimes when your cash isn’t matching your vision then it’s time to call in reinforcements. With the help of another brand to split the cost of not only the space itself but also the marketing of your event – you can create the pop-up activation you want without have to make any sacrifices.
ProductSometime businesses don’t have the product to fill an entire brick-and-mortar retail space. This is especially true for those who specialise in handcrafted goods - creating these can be time consuming, so it’s hard to expect designers to fill shelves upon shelves of product. Teaming up with one or more, like-minded brands can help bring just enough pieces into a space to create a temporary retail event that is less “bare” and more “boutique”.
CustomersTeaming up with another brand allows you to tap into their loyal customer base. Leverage the consumers your partner will bring into the store and return the favour as they meet some of your brand’s followers in the process. When sending out marketing material, you can both share databases for eblasts and postings on social media to increase the amount of people you are reaching in the run up to your event.
BuzzAligning yourself with a complimentary (or contrasting) brand can create an extra dimension to your pop-up event. New partnerships and collaborations get people talking and this can create the perfect buzz around your pop-up.
Finding the right brand to team up with for your event may involve doing a little bit of research and reaching out to businesses to gage their interest. You can also connect with people on online forums, tradeshows or through enterprise events. Alternatively, you can seek the help of pop-up expert, pop-up go who will be able to tap into their network of business to find the right fit for your pop-up event.
NEED SOME INSPIRATION?
Vogue Magazine’s “20 Best Fashion Collaborations of 2017”
1. Louis Vuitton x Supreme
2. Calvin Klein x the Andy Warhol Foundation
3. Nike x Off-White
5. Prabal Gurung x Lane Bryant
6. JW Anderson x Uniqlo
7. Adam Selman x Le Specs
8. Gosha Rubchinskiy x Burberry
9. Vaquera x The Handmaid’s Tale
10. Louis Vuitton x Jeff Koons
11. Sports (e.g. NBA x The Elder Statesman / Major League Baseball x Gucci)
12. Colette x Everyone
13. Adidas x Pharrell
14. Museum Merch (e.g. MET x Comme des Garçons / MOMA x Ralph Lauren)
15. Erdem x H&M
16. Coach x Keith Haring
17. Manolo Blahnik
18. Victoria Beckham x Target
19. Dolce & Gabbana x Smeg
20. Alexander Wang x Judith Leiber