Retail Refugees

Gucci Pop-up: Too little too late
August 5, 2009, 12:00 pm
Filed under: Fashion, Market Info, Stores | Tags: , , ,

Has it really come to this?  By the end of the year, the pop-up shop will be so ubiqutous, that having a permenant location will be the new competitive advantage!  Gucci will launch their version of the temporary store later this year…

“The first stop on the tour will be Crosby Street in New York’s SoHo on October 23. Other stops will include London, Berlin, Paris, Hong Kong and Tokyo.

The units, dubbed Gucci Icon-Temporary, will feature 18 exclusive sneaker styles — 16 for men and two for women.

Patrizio di Marco, Gucci’s chief executive officer, told WWD that he had no concerns about the sneaker project diluting the brand’s luxury status. “This is a very controlled, brand-enhancing initiative that will appear for just two to three weeks in just six to seven cities,” he said. “An initiative such as this one will simply serve to enhance the brand’s reputation as a fashion authority and innovator.””

Innovator?… yeah right.

(via Drapers)


1 Comment so far
Leave a comment

[…] släpper i dagarna en begränsad kollektion av träningsskor som endast kommer att säljas under en popup-turné med exklusiva stopp i London, New York, Miami och Tokyo.  Ovanstående är alla exempel på trenden […]

Pingback by » Program 8: Kortsiktig varumärkesvård och Google som trendbarometer

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: