Do you want to market your clothing business to a different city?
Are you looking for other ways to engage your customers and generate brand awareness?
Do you have an upcoming collection of your products? Then set up a pop-up store and promote your clothing business!
A pop-up store is a temporary shop in a particular area with high traffic. You can offer your discounted products, newly launched products, or take advantage of seasonal demand. It is a smart way to test new markets and promote your business to other locations.
Do you think that you could open one but don't know how to start?
This article will explain the ins and outs of pop-up stores, from the budget for your pop-up to selling, and how to measure success is covered in the following paragraphs.
Let's get started!
1. Define your Budget
A temporary pop-up shop will cost between $1,500 and $10,000 to set up, while a kiosk will cost between $10,000 and $30,000. A traditional brick-and-mortar business starts at $25,000. However, it may vary depending on the cost of various factors such as location, size, duration, and others. What does it take to open a pop-up business, though?
Here's an overview of what to expect, regardless of expenses.
1. Fixed Costs: These are the necessities for keeping your store open and working like any other. Rent will vary based on the neighborhood, size of the place, length of stay, and time of year; the rest of these expenses are pretty consistent, making them the easiest to budget.
2. Marketing: Effective marketing also includes creating engaging social media content and "activating" your place regularly through collaborations with artists, brands, and influencers. Consider using leaflets, paper invitations, and business cards to promote your event. These are the cheapest and most successful ways to get the word out to passers-by about your pop-up shop.
3. Operational Costs: In the day-to-day operation of a pop-up shop, operational costs loom large. If you decide to hire staff, you'll need to think about payroll. It should consider cleaning and maintenance, trash pickup, and a reliable point of sale (POS) system.
4. Store Design: The key to creating a practical and memorable consumer experience is to use an eye-catching look. After you figure out all of the other components of your pop-up shop, take your time decorating it as best you can. Furniture, decor, lighting/fixtures, window displays, props, and signs are all things to consider.
However, there are still ways to lower the costs:
- Look for all-inclusive, readymade spaces to make your life easier. These are ready-to-use white box shops that include electricity, insurance, permitting, and more, saving you time and money.
- Keep track of the days and hours when your store has the highest foot traffic and sales. You can modify your personnel levels accordingly once you've focused on your busiest times of the day.
- You can set up and design your shop without hiring a professional interior designer.
- You don't have to do it alone. Make a collaborative pop-up operation with a brand that sells similar or complementary products.
When choosing a location, one of the most important factors to consider is foot traffic. Although foot traffic provides free advertising, don't choose a spot only based on this element. Instead, assess whether the people that walk through that area are your target market.
Aside from foot traffic, another essential consideration when choosing a place for your pop-up shop is the type of stores around. While it is usually advantageous to locate your pop-up shop near stores that complement your products, you should avoid placing it near-direct competitors who may steal potential consumers.
Since you will open a pop-up clothing store, it may be beneficial to place it near an accessories store or a shoe store.
There are a few common spaces that you can use for your pop-up shops:
- Vacant Storefront: Look around your ideal area if there are some empty storefronts that you can customize according to your brand. You may also contact an estate agent for help.
- Shopping centers or malls: Many shopping malls rent out kiosks, booth space, and unoccupied in-line stores. Although mall space is more expensive than other types of advertising, it can place consumers looking to spend their money.
- Pop-ins: A pop-in shop is just a store that is located inside another store. You usually rent a tiny portion of an 0existing retail store or boutique to start one. Once you've reached an agreement, you can decorate and furnish the pop-into make it your own.
- Gallery/event space: Unlike pop-up shops, gallery or event venues provide a blank canvas on which you may transform your digital brand into a phy0sical area with eye-catching displays. In contrast to some traditional brick-and-mortar retail locations, these facilities are also suited for events.
- Mobile Shops: Consider going mobile and renting a truck or bus to hold your traveling pop-up shop if you don't want to be limited to one spot. It allows you to operate in various environments and expand your reach—you may set up at a farmer's market, a park, or anywhere else where you feel your consumers would go.
You can inquire directly with realtors about possible pop-up shop locations. In addition, we prepared a list of several web databases where you can book a space for your pop-up shop.
Neyborly Home (USA)
POP UP SHOPS(USA and Europe)
We Are Pop Up (Europe)
Appear Here (Europe)
Storefront (North America, Europe and Asia)
3. Be aware of the Legal Requirements
Before moving forward to your next step, there are a few essential legal documents you'll need to ensure that your pop-up store will be safe and protected from any legal situation. Just make sure that you have the proper documentation on hand.
- Lease - The most crucial document is the lease. The renter is declared a tenant under a lease and allowed exclusive possession agreed upon by both parties, referred to as the "term" of the lease. The term will spell out what you're authorized to do in space, including changes, hours of operation, and other essential details.
- Municipal License or Permit - is a city council-issued administrative authorization that regulates the activities that can be carried out in a private location. It must represent the space's dimensions and qualities (per regulations on security, health, sanitation, architectural and sectorial barriers) and the environment (by urban laws, to avoid violations).
- Insurance - Talk to your insurance agent if you can purchase additional insurance coverage for your pop-up store event. You're putting your business and your staff and customers at risk if you don't have the right insurance plans in place.
If you miss one of these crucial requirements, you could be involved in a lawsuit or dealing with fines. Get all the documents before you plan to start the event. You may also visit Avvo.com if you want to ask any legal questions for free.
4. Promote your Pop-up
Start spreading the word one month before it opens. It will help to make sure that your followers won't miss anything about your new shop. Post it on your social media and create an online contest to encourage your followers to share your event. Don't forget to use catchy hashtags.
For example :
Our Clothing XYZ will be celebrating our 1st anniversary on September 15, 2021! And because of that, we will LAUNCH OUR FIRST POP-UP SHOP at 123 S Lovely St Los Angeles, California!
Have the chance to MEET OUR DESIGNER (Name of the designer) and GET 10% OFF on our items if you:
This contest will end on Monday ( September 13, 2021) at 11:59 EST. Message us the screenshot, and we will send you the coupon in your email! See you there!!!
#stylemakemeshine #LetsPopUpWithAStyle #OurFirstPop-UpShop #ClothingXYZ
Aside from creating a contest online, you can also promote your pop-up by doing the following:
- Reach out to local bloggers and reporters or use your social media accounts to announce that you will launch a pop-up store.
- Another strategy in promoting your pop-up shop is creating a Facebook event. It will help to remind your potential attendees by receiving notifications when the event is approaching. Plus, it will help you measure the attendance rates of customers who will attend.
- Try to make a flash sale where items are heavily discounted, take for 2 to 3 hours, and advertise it on your event page.
- Post photos or hold a Facebook live broadcast during the opening day to show your followers what you are selling and encourage them to visit your store.
- Display attractive signage to grab people's attention. Often simple, catchy text with nice colors.
- Lastly, don't forget to remain active on social media and provide all the necessary details about your shop, like dates, hours, and locations.
5. Ready for opening
You are probably thinking about setting up your shop with lots of balloons and other decorations for your grand opening. You can put up a show or an event to catch potential customers’ attention, encourage sales and deliver impactful experiences.
There are other actionable practices you should do before it opens.:
- Test everything like the sounds, lights, payment system, and other online systems before the opening time
- Create a playlist that matches the atmosphere you want to achieve in your shop to enhance the mood of the visitors.
- Make your store Instagrammable. It may be a selfie wall, product personalization, or amusing messaging that customers will want to share and remember.
- Encourage Instagram and Tiktok influencers to create and share content during their visit to your pop-up. It will aid in creating a community around your business and bringing their complete fan base to your pop-up and website.
- Provide store policies and strict rules. Post the guidelines at the entrance of your store.
- Do something to draw visitors in, like placing a mannequin wearing your latest trendy outfit or posting a discount banner.
- Prepare your giveaways like mugs, umbrellas, stickers, accessories. Be as creative as you can.
6. Evaluation of Success
An evaluation will reveal what you can do differently next time and whether selling in person is a viable option for you.
Sales Metrics - To get a clear picture of the sales, pull out your reports and determine how many products you've sold per product/category, date & time, by the customer and by employees. However, do not forget to have a face-to-face conversation with your customers and get their feedback because it will be a big part of your success. So don't ignore its value!
Foot traffic - Since using brake beams are inaccurate and camera systems are not suitable for small businesses, you can use the quickest and most convenient way of measuring foot traffic which is a thermal sensor. Why use a thermal sensor to count customers? By sensing the light emitted by human heat, you can count and measure foot traffic. These sensors are mounted on the top or side of a doorway and detect a person's heat signature as they go through. The sensors are also self-calibrating, so you won't have to tinker with them again once they're installed correctly. The sensor is easy to install and does not require hardwiring because it runs on batteries. After you've figured out how many individuals visited your pop-up, you can look at other metrics, such as conversion rate (the number of sales divided by the total foot traffic).
Social media engagement - Analyze your social media mentions and attention before, during, and after the event. Look how many profiles your hashtag has engaged using user-generated content. Also, if you held a contest or a specific giveaway, keep track of how many people participated and how many emails you received. Look at your social media platform's insights for you to understand if the marketing of your pop-up has reached a lot of people. A helpful tool like Hootsuite will help youAnalyze and Measure your results across all social networks.
Perhaps the most valuable data you can gain from your pop-up is in-store consumer contact and feedback, which isn't a metric at all. Observing customers' responses to your products in real-time can be eye-opening.
Ready to launch your pop-up?
There are numerous advantages to opening a pop-up shop for your clothes business. However, to reap these benefits, you must first determine what goal you want to attain by following the strategies mentioned. Then you must put it into action in a way that actually "pops."
For a successful launch, market your pop-up business to a new and existing target market and formulate new cool ideas to make their visit worthwhile.
Now that you're ready to explore, make a move, organize, conduct, evaluate your findings, and take the following action! Good luck!