POP-'TIL-YOU-DROP FOR THESE NEW BEAUTY AND FITNESS CONCEPTS
It’s hard to imagine a time when your only choice for all of your personal cosmetic needs was going to the department store beauty counter or a discount beauty supply store. Today, there are so many options for everything beauty from Sephora and Ulta to boutique retailers like Bluemercury, and even your smaller, hyperlocal shops. Similarly, in the fitness space, gone are the days of only having big-box retailers like Dick’s Sporting Goods or Sports Authority as an easy stop for fitness gear and apparel; now, there are smaller-scale sports stores and fitness studios where you can also purchase branded apparel in nearly every shopping center. Workout events and classes are popping up where you’d least expect too, reducing the need for a full-time gym membership.
These pop-up shops and events are a great way for retailers of all shapes and sizes to get in front of fitness and beauty aficionados and test out new concepts without the risk of a long lease. Let’s take a look at how they’re already being put to use in both sectors.
Pop-ups are a beautiful thing
If you’ve ever been to New York City, you know that beauty pop-ups are a trend that’s here to stay. Known to curate the best products from the biggest brands and sample the newest must-have products, these pop-ups are saving shoppers time, especially during the busy holiday seasons. While some are driven by new or unique products, others are promising an experience or a service, like free gift wrapping and engraving during the holidays, 20-minute manicures, or lipstick personalization stations. Peach & Lily, a Korean skin care and beauty e-tailer, opened a pop-up shop inside Bergdorf Goodman complete with demos and facials and a full program of master classes, beauty parties, talks, games, and more.
For those shoppers who might find the ever-growing selection of beauty products overwhelming, beauty pop-ups offer a more accessible, less stressful way to sample products and services. The customized experience feels more approachable to interested customers who aren’t ready to commit. In fact, larger retailers might even view the pop-up concept as more of a marketing initiative than a product push, because they allow the unique opportunity to engage potential customers in real time without the pressure of a purchase.
Getting fit on the fly
Fitness apparel and experiences are also popping up in all sorts of places. Similar to the beauty industry, retailers are partnering up to create the ultimate pop-up. Outdoor retailer REI and Momentum Indoor Climbing teamed up to launch REI Co-op Climb at each of Momentum’s new climbing gyms. These shops will offer gear, programming, and events, as well as benefits unique to REI and Momentum members. Even non-fitness brands are joining in on the fun; WeWork, who provides shared workspaces, is now offering pop-up fitness classes at several of its New York locations.
For already established fitness brands, like SoulCycle, pop-ups offer the opportunity to be in front of customers at all times and places--even when they’re on vacation! The popular spin class studio recently launched Destination SOUL, a series of pop-ups in 10 luxury vacation spots like Aspen, Colorado and Martha’s Vineyard, Massachusetts, where the brand doesn’t already have a presence, to stay top of mind for customers while traveling. Lululemon had a similar idea this past summer when it turned a home in East Hampton, New York into a health and fitness hub for two weeks to attract vacation-goers.
Whether it’s fitness, beauty, or something else, setting up a pop-up shop is a virtually risk-free way for established and emerging retailers alike to experiment in the marketplace. Are you thinking about opening your own pop-up shop? Visit https://www.kimcorealty.com/pop-up/leasing-program and look through our searchable marketplace to find the space that helps bring your concept to life.