The pop-up shop will stay open for three days during the event.
It will also benefit from the foot traffic of an adjacent event, the Designer Garage Sale, which will host a sale of one offs, end-of-range garments and samples from top fashion labels.
It also gives designers a chance to be amongst the heart of Auckland’s CBD, which is in hot demand.
For those that don’t know what a pop-up store is, Pop Up Now managing director Lizzi Hines describes it as a temporary space that sells merchandise of any kind.
“Traditionally located in high foot traffic areas, pop-up shops are a great way to launch new products, generate brand awareness, move inventory, test drive a new concept or location,” Hines says.
“Pop-ups are no longer limited to retail – restaurants, bars, cafes and even ‘events’ are popping up everywhere. The term pop-up pretty much applies to any concept that is ‘here today – gone tomorrow!’”
One of the best known examples of pop-up retail in New Zealand that has gone on to become permanent is Re:Start in Christchurch.
Following the 2011 earthquake that devastated the CBD, shipping containers became a means to get retailers, banks and cafes back up and running, rather than waiting for buildings to be built.
Pop Up Now has also previously designed pop-up stores for companies like Cold Pressed Juices and The Cart Co. Coffee.
In terms of advantages over normal bricks and mortar stores, Hines says pop-up store can be up to 80 percent cheaper.
“Shorter-term leases often offer more affordable rents in prime locations,” she says.
“A pop-up also gives you agility – you can test your concept and if it doesn’t work or needs tweaking you are not bound to a long-term lease. You can simply pack up and pop-up somewhere else. Pop-ups also have an inherent ‘cool’ factor which can really work to grow your brand loyalty.”
To apply, applicants must submit an entry that includes:
- A two-page business case outlining the designer’s inspiration, target market, marketing strategy and brand/shop name, as well as an explanation about why the designer should be selected ?
- A lookbook of the range ?
- Designer bio and photograph ?
- Other supporting information optional ?
- Designers must have a range ready to stock a store by 3rd March 2016
To enter, send the above to Pop Up Now, Level 3, 150 Karangahape Road, Auckland 1010 or by email to [email protected].
Applications must be in by January 20, 2016 to be considered.
This article originally appeared on The Register.