Been London's Matcha Bar Pop-Up at Selfridges
In the dynamic landscape of contemporary fashion, where consumerism intertwines with the pursuit of luxury, the collaboration between Been London and Selfridges Project Earth aims to showcase a different approach of innovation and sustainability. Been London, a brand committed to redefining the narrative of luxury through ethical practices, joins forces with Project Earth, an initiative by the iconic Selfridges department store aimed at promoting sustainability within the retail sector.
The proposed pop-store envisioned for this collaboration represents more than a retail space; it is a tangible manifestation of shared values and a commitment to fostering an informed consumer base. The primary goal of this pop-store is to provide a curated platform where individuals can not only discover the unique offerings of Been London but also delve into the core ethos of ethical and sustainable living. This immersive experience seeks to showcase the conventional boundaries of commerce by becoming a place for education, exploration, and conscious consumer engagement. (Project Earth, 2023)
Strategy Overview:
Been London, a sustainable luxury fashion brand, is set to collaborate with Selfridges Project Earth for a pop-up store named "REVIVE." Leveraging the brand's commitment to ethical practices and innovative designs, the strategy aims to create an immersive and educational experience within the pop-up store, emphasizing sustainability. This strategy aligns with Been London's core values and business model, aiming to amplify brand visibility, educate consumers, drive sales, and lay the groundwork for potential long- term partnerships.
Strategy Goals:
Primary goals:
reinforcing Been London's position as a leader in sustainable luxury fashion
educating consumers on ethical practices
driving sales through exclusive pop-up offerings, and
establishing the foundation for potential long-term collaborations.
Recognising the challenge of balancing sustainability with business growth, the strategy seeks to turn this challenge into an opportunity by creating a unique and memorable customer experience.
Potential Solutions:
2.“Limited Edition Pieces”:
Introducing a limited edition pieces done in collaboration with Selfridges - ProjectEarth, in a limited number that can be purchased only in Selfridges ( driving new potential clients due to exclusivity )
“Limited EditiMix of BEEN and Limited Edition Collaborations:
Packaging: Partnering with FiberLab for price tags and Been bags aligns with BEEN's commitment to sustainability, emphasizing eco-friendly practices from the moment customers interact with the products.
3."Sustainable Journey Series":
Launching a video series on social media and in-store, showcasing the behind-the- scenes of Been London's sustainable practices, from sourcing materials to production.
4."REVIVE & Thrive Workshop Week":
Conducting a week-long series of workshops within the pop-up store, educating customers on sustainable practices and allowing them to participate in upcycling activities. (community focused strategy)
Proposed Solution:
The comprehensive solution integrates elements from all four potential solutions. The pop-up store will feature visual displays of the sustainable journey, host educational workshops, and include a Matcha Bar with interactive QR codes for in-depth brand engagement. This multifaceted approach ensures visitors a holistic and immersive experience, aligning with Been London's commitment to transparency and sustainability.
Enhancing the Pop-up Shopping Experience:
Matcha Latte Bar:
Opportunity: Introducing a Matcha Latte bar adds a unique and experiential element to the pop-up, creating a relaxed ambiance and fostering engagement.
Benefit: It serves as an excellent conversation starter, providing customers with a memorable and enjoyable experience that goes beyond traditional retail.
QR Codes for Information:
Opportunity: Incorporating QR codes within the store enables customers to access comprehensive information about BEEN, its sustainability initiatives, and the story behind each product.
Benefit: This interactive feature enhances customer engagement, educates them about the brand values, and creates a seamless bridge between the physical and digital aspects of the shopping experience.
Social Media Integration:
Opportunity: Encouraging customers to share their pop-up experience on social media through designated hashtags or geotags.
Benefit: Social media integration amplifies brand visibility, leveraging user-generated content to reach a broader audience and potentially attracting new customers.
Opportunities for Pop-up Store Idea:
Brand Exposure and Awareness:
A pop-up store presents a unique opportunity for increased brand exposure and awareness, attracting foot traffic and capturing the attention of potential customers who may have not previously engaged with the brand.
Limited-Time Exclusivity:
The temporary nature of a pop-up store creates a sense of exclusivity, encouraging customers to make purchases impulsively, driven by the fear of missing out (FOMO). Limited-time offers or exclusive products can further enhance this allure.
Customer Engagement:
The physical presence of a pop-up store allows for direct customer engagement, fostering a personalized connection between the brand and its audience. This engagement can lead to valuable insights, feedback, and the opportunity to convert casual customers into loyal advocates.
Testing New Markets:
Pop-up stores provide an avenue for testing the viability of entering new markets or demographics. It allows the brand to gauge interest and adapt strategies based on real-time customer interactions.
