River Island to open Caroline Flack collection pop-up
today May 22, 2019
Pop-up stores are an increasingly important part of any special collection strategy and while some of them remain open for months, the strategic pop-up that’s here today and gone tomorrow (or the day after) is also an ever-more popular option for brands and retailers.
River Island is hosting a two-day pop-up as it marks the launch of the second collaboration collection produced with TV presenter Caroline Flack.
The pop-up is taking over its Style Studio, the VIP personal shopping suite at the firm’s Marble Arch flagship store in London and opens Thursday (May 23), staying open only until May 24.
The shop comes with a personal appearance by Flack herself who will offer fashion advice. And there are several experiences on offer too with a DJ set by Whinnie Williams, complimentary cocktails and a nail bar.
The retailer and Flack have been publicising the collab via Instagram in recent weeks with a number of posts designed to build up a buzz around the collection.
And her position as presenter of hit TV show Love Island (which is due back on screens early next month) should further add to its appeal with numerous reports last year that any Love Island connection helped drive higher sales of specific fashion products.
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