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.
International brands such as Topshop, Prada and Elizabeth Arden have flocked to it recent months, with vacancies at a low and rents fetching up to $4000 per square metre.
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 firstname.lastname@example.org.
Applications must be in by January 20, 2016 to be considered.
This article originally appeared on The Register.
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