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Retail's Pop-up boom with Shaftesbury's Emma Steele

By TheIndustry.fashion  
| 29 November 2021
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IN DETAIL: the Podcast from TheIndustry.fashion in which we get under the hood of the industry and examine the business & consumer trends that are driving change and take a look at some of the brands and people that are shaping the future of fashion.

In this series we will interview industry watchers, analysts, experts and writers who are all leaders in their field.

Pop-up retail has boomed post pandemic as vacancies have opened up in high streets and major shopping destinations across the country.

Greater flexibility from landlords has meant that smaller brands who haven’t yet ventured into the physical realm have had the chance to test the waters, big brands have been able to trial new locations and even non-retail brands have been able to exploit the marketing power of a temporary high street presence.

London landlord Shaftesbury – whose 16-acre estate covers eclectic London neighbourhoods stretching across Seven Dials, parts of Covent Garden, Carnaby and Soho among others – has always championed pop-ups across its estate.

As far back as 20 years ago it was introducing pop-ups to bring vibrancy, footfall and press opportunities to its London villages, and also to inspire longer-term tenants.

In this special edition of our In Detail podcast, Lauretta Roberts Editor in Chief of TheIndustry.fashion - speaks to Shaftesbury’s Emma Steele who heads up pop-up opportunities across its estate and also to three enterprising brands who have successfully popped-up on the estate (often more than once) to learn how the experience enhanced their business, including an ethical fashion start-up, a leading charity and one of the UK’s best known music acts.

 

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