Club Monaco Turns To In-Store Pop-Up Shops To Diversify Its Retail Experience
As Amazon tightens its grip on the fashion industry, leading retailers to close physical stores, fashion retailers are trying to make sure their product lines stand out. Ralph Lauren Corp.-owned Club Monaco is doing so with in-store pop-up beauty shops and events. Since December, Club Monaco has rotated three pop-ups through its flagship store on New York City’s Fifth Avenue. Each pop-up shop lasts for three to four months and sells products from small companies not typically found in Club Monaco stores, like Mexican perfumery Coqui Coqui, home goods maker Diptyque Paris and The Buff, which makes customizable oils for skin, hair and nails. The idea behind these pop-ups is to offer people not just new products, but personalized experiences. At The Buff, for instance, salespeople give visitors one-on-one consultations based on skin type. Read more at Digiday.