Steel Space Blog

Retail Transformation: How Fashion Brands Thrive Using Retail Pop-Ups

Posted by Dominique Fontecilla on Feb 12, 2020 4:16:40 PM

Traditional retail has been evolving due to increased pressures from eCommerce focused online retailers and an increased focus on the retail brand experience. For fashion brands, there is increased importance on connecting with clients in various locations, at events or specific times of year. As such, experiential marketing and pop-up shops have become integrated into the marketing strategies of both niche brands and larger retailers as an effective tool to connect with clients and increase overall brand awareness. In this month’s blog, we’ll be examining how several brands including: Vera Bradley, Herschel, and Lands’ End effectively utilized Steel Space Concepts pop-up retail shipping container units for pop-up activations and tours.

Vera Bradley

Vera Bradley, a fashion-oriented backpack manufacturer implemented a pop-up retail and branding campaign on college campuses targeting students. This activation utilized a branded turnkey 16’ pop-up container where Vera Bradley’s product line was displayed and clients were able to purchase new bags for the upcoming semester.

In this specific case, Vera Bradley utilized experiential marketing and retail to improve awareness among their target demographic. By utilizing our turnkey and quick-deploying mobile pop-up retail solution, they were able to activate at specific locations and reach their target audience more effectively than traditional retail, resulting not only in direct sales, but increased awareness of the Vera Bradley brand which offers their products online and at other physical locations.


In order to activate a retail pop-up at one of the largest sporting events of the year, Herschel utilized a branded 8’ Steel Space Concepts unit supplemented with additional display cases. At this activation, Herschel promoted their partnership with the MLB and their line of branded bags. The pop-up activation included a purchasing and bag stamping area to draw in clients and increase foot traffic.

Using our most mobile unit, Herschel picked a high traffic area near food concessions. In activating at the All Star Game with their specific MLB branded merchandise, they were able to reach a variety of fans aiming to purchase goods branded with the logos of their favourite teams. The activation was a cost-effective way to sell product as well as introduce clients to the Herschel brand.

Lands’ End

Utilizing a turnkey 40’ unit with a terrace, Lands’ End activated their pop-up shop at various high traffic locations over the course of their six-stop summer tour. The unit was designed to look as a beach house a provided a selection of swimwear available to try-on. This activation also incorporated the use of social media with a social photo booth for increased online presence during the event.

Once a style and size were found for a client, an order could be placed on site. This pop-up retail activation incorporated external and internal branding elements for maximum effect and activated for the course of several days. This activation emphasizes the client experience and gives clients the opportunity to share those experiences online, functioning not only as a retail space but an experiential marketing event, supplementing other marketing efforts by Lands’ End.

To summarize, pop-up retail functions as a supplementary tool in fashion brands’ marketing strategies, not only allowing clients to purchase merchandise directly, but to act as a marketing tool encouraging shoppers to seek out specific brands at physical locations and online. Steel Space Concepts offers a variety of solution, catering directly to retail brands, allowing customizability, flexibility and ease of activation. For more info, click HERE.

Topics: Brand Activation

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