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5 Tips on How to Pop Up

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Storefront presentation prepared by Joy Fan for SFFAMA's Fashion Business Series.

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5 Tips on How to Pop Up

  1. 1. Wednesday, June 12, 13
  2. 2. How To Open a Pop-Up Shop Joy Fan | Creative Director of Retail Storefront, Inc. | 111 New Montgomery, 5th Floor | San Francisco, CA Wednesday, June 12, 13
  3. 3. The Pop-Up Concept Wednesday, June 12, 13
  4. 4. Temporary Retail Sample Sale Pop-Up Store Pop-Up Shop Flash Retailing Trunk Show The Marketplace for Pop-Up Retail Merges Online Convenience with Offline Impact Wednesday, June 12, 13
  5. 5. Growth of Pop-ups in the Retail Market Wednesday, June 12, 13
  6. 6. Pop-up shops are a great way to gain visibility, exposure and sales Short-Term Test a Market Pop-up shops are short-term leases under 12 months. Average length is about 2 months. Understand a city, neighborhood, or street before opening more pop-up shops or a long-term store. Many Uses Create an Experience Pop-ups can be used for events, product launches, promotions, exclusive sales, and more. Pop-up shops make brick-and-mortar retail exciting. Design an experience that can’t be replicated, online or offline. Wednesday, June 12, 13
  7. 7. Benefits of Short Term Retail Wednesday, June 12, 13
  8. 8. Brand Awareness Brick-and-Mortar Answers your questions about your brick-and-mortar assumptions Increases brand awareness while monitoring engagement Right Fit Determines if a neighborhood  fits your brand Increases one-to-one engagement with customers O2O Create an online-to-offline connection Less Overhead Less overhead costs than launching a traditional retail store Observe Observe your customers tactile or emotional response to your products Showroom Give customers a “showroom” to try out products before buying online Be Original Differentiate your products from those that may seem similar online Wednesday, June 12, 13 One-on-One Test Concept Test a new merchandising  concept or new product on a small scale.
  9. 9. How to Open a Pop-up Store Wednesday, June 12, 13
  10. 10. Create a concept that will bring people in the door Wednesday, June 12, 13
  11. 11. Find the perfect location Wednesday, June 12, 13
  12. 12. Get sufficient inventory to make the shop worthwhile Wednesday, June 12, 13
  13. 13. Use social networking Wednesday, June 12, 13
  14. 14. Host an Event Wednesday, June 12, 13
  15. 15. Advantages of the Storefront Platform Wednesday, June 12, 13
  16. 16. MARKETS New York City San Francisco Los Angeles MONTHLY FOOT TRAFFIC 50 million people SPACE TYPE 2+ Million Square Feet of Pop-Up Retail Wednesday, June 12, 13 Mall Street Level Vacant Historic Gallery Booth Space Space Space Space Space Space
  17. 17. We Partner with Leading Brokerages & Commercial Wednesday, June 12, 13 Malls & Shopping Centers Hotels & Unique
  18. 18. Why Storefront? You want your pop-up powered by Storefront: 40,000+ ADVOCATES Growing network of 40,000+ popup retail advocates. POP-UP HUB Storefront is building the hub of everything pop-up. EXPERIENCE Experienced and thoughtful team of retail knowit-alls. Wednesday, June 12, 13 RELATIONSHIPS Connected to the top retail space owners. EDUCATIONAL TOOLS Free educational tools on how to pop-up.
  19. 19. Brands That Are Popping-Up We’ve helped over 50 brands open pop-up shops in 2013. 50+ pop-ups opened 2.1M+ unique foot traffic Wednesday, June 12, 13 $3M+ sales revenue generated
  20. 20. How It Works Wednesday, June 12, 13
  21. 21. How To Use Storefront DISCOVER BEAUTIFUL SPACES BOOK SEAMLESSLY OPEN YOUR STORE Search and discover beautiful spaces on Storefront. Ability to filter search by: • Location (neighborhood and street) • Size of space • Nearby attractions • Budget Wednesday, June 12, 13
  22. 22. How To Use Storefront DISCOVER BEAUTIFUL SPACES BOOK SEAMLESSLY OPEN YOUR STORE You will be guided through each step of the booking process. We streamline the lease (or license) agreement, payment, and insurance. We take the requirements from the broker or specialty leasing agent and turn it into a simple process for tenants. Wednesday, June 12, 13
  23. 23. How To Use Storefront DISCOVER BEAUTIFUL SPACES BOOK SEAMLESSLY OPEN YOUR STORE Once the paperwork is complete it’s time to be open for business. We have a preferred vendors network that connects you with the services you need, including temporary staff, furniture rental, store design, and more. Wednesday, June 12, 13
  24. 24. Case Studies Wednesday, June 12, 13
  25. 25. 1 2 Storenvy Goes Offline Wednesday, June 12, 13 3 All Storenvy sellers made 4x rent in revenue, or more. 60% of brands extended their lease. Storenvy extended their one month lease to an ongoing lease. One Storenvy seller made 16x rent and moved into their
  26. 26. Vacant Space Wednesday, June 12, 13
  27. 27. Storenvy Pop-up Wednesday, June 12, 13
  28. 28. 1 2 Todd Snyder Customer Experience Wednesday, June 12, 13 3 Overstock from 2012 fashions. Hosted a five-day pop-up shop in NYC. Went so well they decided to do five more in 2013.
  29. 29. Vacant Space Wednesday, June 12, 13
  30. 30. Todd Snyder Pop-up Wednesday, June 12, 13
  31. 31. What’s Your Experience? Pop-Up Today! JOY FAN Creative Director of Retail joy@thestorefront.com TRISTAN POLLOCK Co-Founder & COO tristan@thestorefront.com Storefront, Inc. | 111 New Montgomery, 5th Floor | San Francisco, CA Wednesday, June 12, 13