Department Store Opens Pop Up Shops

A major department store chain has taken advantage of pop up shops.

John Lewis, which has stores located in many places around England, Scotland and Wales, has been making the most of the form of retailing, FashionUnited.co.uk reports.

At the Vintage at Goodwood festival - held between August 13th and 15th at the Goodwood estate in Sussex - the firm opened pop up shops to attract customers.

John Lewis' temporary store was erected in the festival's 'high street' near to a Waitrose cocktail bar.

The store was stocked with selected products and had areas dedicated to sewing workshops, fashion and furnishing advice.

Meanwhile, the festival was the brainchild of designers Gerardine Hemingway MBE and Wayne Hemingway MBE.

Mr Hemingway, co-founder of internationally renowned Red or Dead fashion house, described the event as "all about fashion and glamour and great food".

As well as the retail therapy on offer at the gathering, there were performances from Earth, Wind and Fire and Paloma Faith, among other acts.

Organisers hoped to attract collectors and purveyors of vintage clothing from each decade.

Commenting on the businesses' decision to put up a pop up shop, Caroline Worley, assistant promotions manager at John Lewis, said the aim was to increase footfall and hits online after the event.

She added: "It's a great opportunity to raise our profile. It's ... very different to most other festivals, with a focus on 'five decades of British cool' and the customer profile for the festival is in line with John Lewis's."

She added: "The festival is all about vintage fashion, so [we brought] in ranges by Celia Birtwell and Joe Casely-Hayford, vintage jewellery and Hunter Wellingtons."

Pop up shops are increasingly being recognised by firms as a good way to introduce themselves to people who may otherwise not have become familiar with their offerings and an increasing number of them are likely to be seen at events such as the Vintage at Goodwood festival.

by: Wilkinson Smith

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