Dockers pop up store, manhattan, NYC, retail localization, shopper marketing

How does a pop-up store pop up?

In order to breath new life into a once veritable brand, Dockers is going after younger shoppers with their new line of clothing. According to the New York Times, their strategy was to leverage a pop-up store in New York City to launch.

Dockers pop up store, manhattan, NYC, retail localization, shopper marketing

The store was designed to feature Dockers’ new line of khakis that come in many new colors and styles. Not your khakis of the 90’s. The following is an excerpt of how that pop-up store came to be.

From the article:

The idea was to attract 18-to-34-year-old customers, said Adrienne Lofton Shaw, the chief marketing officer for Dockers, which is based in San Francisco. “In the past, 80 percent of the people who bought Dockers were 35 and older,” she said. “Now, it’s 50 percent who are over 35.”

Last October, Dockers hired MKG, which has offices in New York and Los Angeles and has done pop-up projects for clients like Delta Air Lines and the eyewear company Warby Parker.

This year, in March and April, MKG and Dockers outfitted an Airstream bus as a mobile Dockers store and sent it on tour, stopping in Chicago, Atlanta and Philadelphia for three weeks each. They partnered with GQ magazine to reach its readers, and hired local stylists to help customers get dressed. In Chicago, the bus brought in a barber; the haircuts were free.

The Dockers bus was advertised on Instagram, Facebook and Twitter. In the three cities, Dockers gave away 750 pairs, to anyone who tried them on. Sales were not the goal, Mr. Goyal said. Exposure was.

Then it was time for New York. “For a style to penetrate, you have to be in New York,” Mr. Goyal said. “There’s no better way to get people to try them on than a pop-up store.”

Mr. Goyal started with location.

“SoHo has good foot traffic; it’s connected to the neighborhood, art, fashion, the New Museum,” he said. “You can’t have a pop-up in a B-list location. If you can’t find a grand-prize location, don’t do a pop-up.

“Never do Chelsea,” he went on. “Except for openings and Saturdays, no one is there.”

Baccarat flagship, new york city, retail localization

Baccarat opening new flagship store in New York

Baccarat is set to unveil its newest flagship store in New York City in May 2013 ahead of the iconic brand’s upcoming 250th anniversary. Located at 635 Madison Avenue at 60th Street, the expansive 2,800-square-foot store, designed by acclaimed architect and designer Rafael de Cardenas, will be an experiential destination encompassing the Baccarat lifestyle. The store’s distinctive design concept will be a new global retail model for the brand, showcasing tableware, lighting, decorative objects and jewelry to reflect the richness of the Baccarat lifestyle and the brand’s commitment to innovation and excellence, according to a press release.

Baccarat flagship, new york city, retail localization

“This new flagship store will be a landmark of the luxury, glamour and prestige that has set Baccarat apart,” said Michelle Klein, president & CEO of Baccarat North America. “It will be a space for discerning shoppers to fully appreciate the brand’s most coveted designs and to experience the unique Baccarat lifestyle, which celebrates its 250th anniversary in 2014.”

With a tradition of ingenuity and an ever-present eye toward modernity, Baccarat has enlisted architect and designer Rafael de Cardenas to create a contemporary concept that draws inspiration from the brilliance and artisanship of the brand’s design history. Serving as an inspiring destination, the design exudes a crisp elegance through its surprising blend of rich woods and dark stones. The entryway’s faceted surfaces reflect the brand’s iconic sparkling chandeliers. Adjacent spaces, wrapped in warm fabrics, create intimate environments for product interaction. Sampling from Baccarat’s history of fine craft, these unique material combinations create a contemporary language for the brand and confirm Baccarat as a luxury house dedicated to high design.

As the brand approaches its 250th anniversary in 2014, devotees of Baccarat will have the opportunity to experience the brand’s lifestyle on a grander scale with the opening of the highly anticipated Baccarat Hotel & Residences New York, a joint venture between Starwood Capital Group and Tribeca Associates. Located on one of Manhattan’s most prestigious blocks off Fifth Avenue, across from the Museum of Modern Art, Baccarat Hotel & Residences New York will combine sophisticated design with the level of service and exceptional quality that exemplifies the brand.

[via Retail Customer Experience]

Gap's Piperlime, Flagship Store, NYC, Retail Localization

Gap Inc.’s Piperlime to make Retail Store Debut in NYC

Gap Inc.’s online shop, Piperlime, will make its retail store debut this fall, at 121 Wooster St. in the SoHo neighborhood of New York City.

Gap's Piperlime, Flagship Store, NYC, Retail Localization

The new 4,000 sq. ft. Piperlime store will offer a similar curated assortment as online, the company said. Styled as a boutique, the store will feature the best range of coveted, iconic brands like Milly, Frye and Citizens of Humanity as well as little known finds including Tinley Road, Ash and Maison Scotch.

“Our customers have been asking for a place where they can experience Piperlime in person, and New York is the perfect location for this,” said Jennifer Gosselin, SVP and general manager of Piperlime. “Since introducing Piperlime in 2006, we’ve built a loyal following of fashion-involved women looking for a mix of the best styles from the brands they love and the new ones they discover. Our SoHo location will offer an edited assortment, giving customers the right amount of everything in a refreshing setting,” she said.

[via Retailing Today]

Panera, Manhattan, Retail Localization

Panera Opens in Manhattan

Panera, Manhattan, Retail Localization

Fast-casual chain Panera Bread (Sunset Hills, Mo.) enters Manhattan today with its first location in the city, reports QSR magazine. The restaurant is located at 330 Seventh Avenue, while three more Panera locations will follow this year, at East 86th Street, 5th Avenue, and Union Square.

“For Panera, our model is around the suburban marketplace,” says Scott Davis, executive vp and coo, reports QSR. “So it took a while for us to get a sense of really how to go into an area like Manhattan. It can be daunting when you’re standing from the outside looking in.”

Panera restaurants average 4000 square feet.

[via VMSD]