Pop-up stores rock in Latin America
Opening pop-up stores is a well-established practice in Europe and North America, whose seasonal sequence is consistent, and it is now catching on in Latin America too, both to boost sales and assess markets.
In the last few months, a series of pop-up stores have opened during fashion weeks, for example at the B Capital and Caribe events in Colombia. Elsewhere, they take the form of islands within shopping malls, such as the trend-setting ones by Estée Lauder and Bobbi Brown in Lima, Peru.
Project Pieta, a Peruvian label founded by a Frenchman, which has been very successful in the last five years thanks to its clothes manufactured in Lima prisons using local fabrics, has announced this week the opening of its first temporary store at Lima's Jockey Plaza shopping mall.
Colombian swimwear label Caffé Swimwear has told FashionNetwork.com it plans to open a pop-up store during the Easter holidays, in a prime location in the country's capital Bogotá, alongside ten other fashion brands.
The pop-up format is proving to be very effective for local labels, for the small investment it requires, its high profitability and the ability to generate sales in a short period of time. It also allows to assess the market with a view to a future opening, and to guarantee a presence when opening a permanent store may prove unprofitable. No wonder that the pop-up store trend is catching on in Latin America, as it provides solutions to specific retail problems.
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