In a world where pop-up stores seem to come out of nowhere, another has its sites set on Manhattan and this time it's Piperlime. Piperlime? Yes, Gap Inc.'s online-only business selling top brands in apparel, handbags, jewelry and shoes is heading for a September 9 opening in SoHo just in time for Fashion Week.
"We are excited to share this experience with the public," said Jennifer Gosselin, general manager of Piperlime, in a press release. "It's the first time that Piperlime will be available in a three-dimensional environment, where customers can touch and feel product, put together head-to-toe outfits, and pick personal favorites from exclusive jewelry items to vintage-inspired tops to the must-have-boot for fall."
The e-tailer plans to celebrate its first step into the brick and mortar world, albeit temporary, with an in-store event on Fashion's Night Out on September 10. The store will stay open until 11 p.m. for customers to get the chance to meet and get styling advice from fashion editor Rachel Zoe, take photos with cast members from Project Runway and more.
Piperlime will also introduce the "styling loft" within the store. This is an area where "customers can show their own creative style." Each day, shoppers will have the opportunity to style and submit outfits they think meets a "creative brief" by Piperlime. Individuals from this group will have the opportunity to have their looks showcased in the store and win a gift card in the process.
The Piperlime pop-up, which will remain open until October 3, will include edited assortments with brands such as 7 For All Mankind, AG Adriano Goldschmied, Cynthia Vincent, Frye and Marc by Marc Jacobs.
"It's going to do well because it's going to help their brand awareness penetrate into mainstream," Christina Norsig, the chief executive and founder of Pop-Up Insider, an online exchange for temporary pop-up real estate, told Crain's New York Business. "It's a great way for them to drive traffic."
Ms. Norsig's biggest concern, given its potential popularity, is that the store may not carry enough merchandise to meet demand.
Discussion Questions: What do you think of the approach Piperlime is taking with its pop-up store in New York? Do you see pop-ups as a viable idea for other online-only retailers? Which would you most like to see pop-up?