Retail Activism: Kenzo’s Digital Pop-Up
Throwing a host of ideas into its retail mix, French luxury fashion house Kenzo has fused social media with e-commerce and environmental awareness in a new Parisian pop-up store designed to draw attention to the effects of global overfishing.
Located in the city’s trendy Marais district, the media-integrated space features a large touchscreen on its facades, enabling consumers to virtually browse and then purchase garments from its S/S 14 ‘No Fish No Nothing’ capsule collection.
Dubbed the ‘digital aquarium', the pop-up’s interior consists of a set of screens displaying animated fish, which slowly disappear – mimicking the amount of marine life diminishing due to overfishing.
An image of a new fish appears in the aquarium every time a consumer purchases an item from the collection online, or posts a photo of the pop-up on social media network Instagram with the hashtag #NoFishNoNothing. This reflects the fact that some of the proceeds will benefit the Blue Marine Foundation – a UK-based charity dedicated to ocean conservation.
Many brands are using their extensive reach and connections with consumers to help raise awareness of social or environmental issues – helping to create positive brand buzz for themselves along the way. US outdoor clothing retailer Patagonia’s 2013 anti-Black Friday campaign reinforced its commitment to sustainable fashion by asking consumers to buy less clothes – ironically seeing an increase of sales as a result. See our blog post for the story in full.
See also Project Ocean, Selfridges: Retail activism in Action for an example of a brand positioning itself as an agent for social change.
For more on bridging the gap between e-commerce and bricks-and-mortar retailing, see Digitising the Department Store, Virtual Stores and Media Facades within the Anywhere Retailing Industry Trend, and The Omni-Channel Store Space in the Future of the Store.