The International Pop Up

pop up flea, new york, richard vorisek associatesThe Pop Up Shop trend is still in full force in New York and all over the world, so much so that most brands realize that it isn’t actually a trend at all, but a useful and viable approach to making sales and increasing brand awareness for fledgling and established brands alike.

Over the weekend I stopped into a pop up in New York that started out six years ago and has been expanding ever since. Mostly menswear, Pop Up Flea (PUF) bills itself as a “short-term store for long term-goods,” offering high quality products but for only a short time. PUF is unique because it opens one weekend at a time in one of four cities throughout the world: Detroit, Tokyo, London, and New York. Each time PUF has an event, they select a roster of elite participating brands to create an exciting and well-rounded temporary department store. This year, over 80 brands were featured, including Filson, Steven Alan, Billykirk, and Baxter of California. Vendors are given free reign to design their own miniature shop, bring merchandise that is hard to find elsewhere, and show up to peddle their wares and meet their customers.

I think it’s an excellent way to spend a weekend, both for the buyers and sellers alike. Events like these make it possible for brands to form more personal connections with their clientele, which hopefully allows them to understand their needs more clearly, and to have some fun while doing it.

PUF has not yet released its event dates for 2015 but I suggest checking back to see when they’ll be in your city.

www.thepopupflea.com

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