The popular international e-commerce brand will host a pop-up store inside of the London-based retailer Topshop. WGSN contributor Richelle Cyrus reports.
If you’ve had the online retailer MELIE bookmarked on your computer for a while, you’ll be pleased to know they may be coming to a store near you! MELIE is collaborating with London-based fast fashion brand Topshop to host its first pop-up store outside of Portugal, #MELIExTOPSHOP. From 20 November until 26 November fans of the online retailer have the opportunity to sort through racks of clothing from favourite brands sold on the online site including For Love and Lemons (for all you lingerie fans, Alice McCall, Misha Collection, Lovers + Friends and more). The brand covers everything clothing from skirts and shirts to beachwear, sportswear and shoes, and we can expect the pop-up shop to reflect a diverse amount of items.
The pop-up will occur in the Topshop flagship store located in Oxford Circus which sees an estimated average of 30,000 customers swing through their doors daily. The pop-up installation will be set up on the second floor of the store, the surrounding space will reflect the clean and feminine nature of the brand through pink and white decorations.
MELIE’s subtle shift from the online market to a physical shopping experience at a high traffic driven location is a smart move for the brand, especially considering one third of their online sales come from customers in the UK. The pop-up will surely attract casual to avid online shopper in addition to introducing a new audience of consumers who frequent the Topshop/Topman location.
This retailer’s exploration of the in-store market can also be a testament to the future of the brand. As the online clothing market continues to expand as consumer shopping patterns change, opening stores or small boutiques in larger fashion centered cities worldwide could be a power move for MELIE. Testing out the waters in a small pop-up setting presents little risk and high rewards should the consumers react positively to the temporary store.
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