Continuing to fuel discussion surrounding the female empowerment that's now so important to brands (as highlighted in Female-Focused Retail Stories, NY, Women's World and 360-Degree Feminism), a wave of retailers have unleashed store-based concepts designed to celebrate women, offer support and spotlight entrepreneurial opportunities.
- Feminist Frenemies: The ground floor of the Wah Nails salon/store in London – which began life in 2005 as a fanzine focused on girls in hip hop – encourages consumers to experiment with its products (nail polishes, files, art pens) alongside similar items from other female-founded independent labels. The Wah team and its founder, stylist-turned-entrepreneur Sharmadean Reid, chose all items.
- Micro In-Store Pop-Ups Push Feminist Agenda: UK teen-targeting fashion e-tailer Missguided is also collaborating with female-owned businesses. Its first bricks-and-mortar store in London's Westfield Stratford City shopping mall features a Wah Nails pop-up and a concession by London hair-braiding studio Keash.
- Work-Shopping Entrepreneurial Support: US lingerie label Aerie has opened a year-long pop-up in New York that features a shoppable plant display created by local female-owned florists Uprooted Flower Truck. Supporting female endeavour is central to the concept, with the space also hosting events including monthly seminars by female entrepreneurs, aiming to establish a community network. See also Community & Commerce: NY Flagships.
- The Supportive Sell – Making Space for the Marginalised: In December 2016, UK 'feminist ethical' fashion label Birdsong – which is renowned for rejecting Photoshop in its ad campaigns, and gives 80% of sales proceeds back to the women's organisations from which it sources its clothes – opened a festive 'feminist concept pop-up' in Shoreditch, London. It offered products from other like-minded brands including US period-proof underwear brand Thinx, British magazine Riposte and female fashion designers including Katie Jones and Clio Peppiatt (both London based) alongside its A/W 16/17 fashion line. In-store events included a feminist book club and workshops for trans women at the start of their transition seeking advice on cosmetics. See also Christmas 2016: In-Store Activations & Services and The Supportive Sell in The Business of Wellbeing.
- Women of Note: On a more basic level, in December 2016 LA-based fashion label ALC, founded by American super stylist-turned-designer Andrea Lieberman, introduced #theALCway – a social media call-to-action and section on its e-commerce site that depicts 10 non-models wearing ALC clothes. For more on brands using similar tactics to illustrate their commitment to their 'real' fan bases, see Marketing Imperfection in our Get Real Macro Trend.