31 Mar '14, 7am

Nicholas Kirkwood uses pop-up shops to increase global retail footprint

Nicholas Kirkwood uses pop-up shops to increase global retail footprint

Nicholas Kirkwood promotional image British shoe label Nicholas Kirkwood is using a series of pop-up stores to grow its global presence as the brand expands its product offerings. The first pop-up, at French department store Printemps’ location on Boulevard Hausmann in Paris, opened in March, and from there the brand will host pop-ups in six other cities. The reach of these pop-ups could be expanded with a revised digital strategy, focusing on more social content. “When a brand is in a state of transition, there is a need to maintain the current customer base while also introducing yourself to a new demographic,” said Kimmie Smith, accessory expert and co-founder/creative director of Accessory2 , New York. “As most transitions have a variety of components to them, you need a beta test of sorts which allows you to organically obtain necessary information for expansion withi...

Full article: http://www.luxurydaily.com/nicholas-kirkwood-uses-pop-up-...

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