Masterclass – Harnessing the Power of the Pop-up: 10 May 2019

Pop-up stores and experiences are a retail phenomenon. What started as a smart way to fill empty retail units in between longer-term lets has become an integral part of brands' retail and marketing strategies. Fashion and beauty brands in particular have embraced the pop-up to great effect and commercial success.

But is it right for you and how can you ensure you get the return on effort and investment? This Masterclass on – 10 May 2019, at W London – Leicester Square, will help answer those crucial questions.

Whether you are looking to dip your toe into physical retail, trial a new location, test a collection, bring your online offer off-line, or create a memorable one-off experience, our experts will set you up with the strategy to achieve success.

During this engaging two-hour session we will cover, how to:

• - Ascertain whether a pop-up is right for you
  - Set out your goals
  - Establish your budget and plan
  - Nail the finances, including capital allowances
  - Find the right location
  - Promote your pop-up before it opens
  - Drive footfall once it is open
  - Amplify the message of your pop-up via other channels
  - Create a memorable experience for customers
  - Maintain engagement with the customers who visited
  - Assess your success

Our speakers:

Sally Scott, Managing Director, Birchbox UK

Sally Scott is one of fashion and beauty's most respected retail and marketing executives with an extrarodinary career that takes in names such as Holt Renfrew, Selfridges, Value Retail, Vente-Privee and now disruptive beauty box subsciption service Birchbox.

Birchbox is the no.1 beauty box in the UK and part of the global Birchbox family, which boasts over 1m subscribers across six countries.

The business recently staged a highly successful pop-up shop on London's iconic Carnaby Street and Sally will be talking us through the project and offering her tips for success.

Natasha Frangos, Partner, Haysmacintyre

Natasha heads up the Creative, Media and Technology sector team at Haysmacintyre and has worked with some of the best known names in fashion, helping to hone their financial and business strategies.

The majority of Natasha’s client portfolio are dynamic and innovative businesses, often with significant external stakeholders. Providing her clients a range of services, Natasha often acts for a company through growth and expansion, on to an event and often remaining involved in the company beyond that event. She prides herself on developing long lasting client relationships, acting as a sounding board for her clients.

Natasha is a judge for both the Young Guns and Startup Awards and leads the firm’s sponsorship of these initiatives. Natasha has been honoured as one of Brummell Magazine’s 30 Inspirational Women Champions of Diversity.

Sarah Wilson-Nolan, Tax manager, Haysmacintyre

Sarah is a business tax manager who has trained as a Chartered Accountant and Chartered Tax Adviser. She has worked in practice for seven years, including in a top 10 accountancy firm, and her focus has predominantly been on corporation tax compliance and advisory matters for businesses operating in the Creative, Media and Technology sector.

Sarah has vast experience in working with growing businesses, assisting them with their corporation tax profile in the UK and internationally. Sarah’s key areas of advisory matters include working closely with clients to prepare R&D claims and creative sector tax credit claims.

She will be advising delegates on capital allowances and financial planning for their pop-up.

Event format:

8.00 Arrivals

8.30: Natash Frangos - Setting the strategy for you pop-up

9.15: Sarah Wilson-Nolan - Financial planning and capital allowances

9.30: Q&A

9.35: Break

9.45: Sally Scott - Birchbox case study and top tips for success

10.00: Interview with Sally Scott

10.15: Q&A and Wrap-up

10.30: Close

Location: W London – Leicester Square, 10 Wardour Street, London, W1D 6QF. Nearest tube: Piccadilly Circus or Leicester Square.

Date: 10 May 2019, 8am - 10.30am.

Tickets cost just £95+VAT and are available to buy here. Book before 2 April 2019 to take advantage of our special early bird rate of just £75+VAT.

Members go FREE, if you are a member, please email [email protected]. If you would like to become a member and gain unlimited access to our In Conversation and Masterclass events, visit our JOIN US page.