Retail Refugees

After generating considerable buzz about their collaboration with Mark Ronson and their collection of pop-up shops around the world, Gucci´s first installment in New York opened over the wkend.  According to Racked, few noticed.

While I think the idea is a great one, the execution for this project was all wrong.  First of all, pop-up concepts were created originally to sell products in a less cost-intensive way, so naturally you would sell products that reflect that idea.  A collection of 20 $500+ sneakers simply does not comply with this.  Additionally, the “refreshed” and more gen y-friendly logo simply looks like a counterfeit one you would find on a knockoff bag on Canal St.- not a legit icon, to say the least.  Not the first time to say this but, Gucci, stick to what you know and do well…

Shophound also questioned the success of the shop…