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Brief Published: 18 Jun 2012

Asda’s Supermarket Fashion Pop-Up


British supermarket chain Asda has shown it’s serious about expanding further into the fashion world with the launch of its first pop-up store for its clothing range George in Earls Court, London.

The temporary store was launched for two days earlier this month to coincide with Graduate Fashion Week – a platform showcasing the year’s best new talent from 40 universities across the UK and overseas. Asda sponsors the event, which was held in the same venue. Timely but with an apt nod to the future, the pop-up featured two spring collections as well as key fashion pieces for the upcoming high summer season.

Clearly keen to display its credentials as a patron of young fashion talent, the pop-up showcased a one-off swimwear collection designed by Kirenjit Sogi – one of last year’s graduates and the winner of a Facebook competition Asda ran alongside the event. This follows in the footsteps of UK retailer Topshop, whose New Gen division for emerging design talent boasts an ongoing collaboration with the British Fashion Council.

Asda’s pop-up even delivered a multi-channel experience of sorts. Visitors were able to browse and also purchase the new collections on site, while being able to access additional sizes and place orders for larger quantities via iPads, taking them back to the brand’s main e-tail site. Those purchasing via iPads were given the choice of either home delivery or click and collect from a local store. 

Limited-edition Graduate Fashion Week canvas bags, designed by one of the brand’s graduate designers, were also given out to customers with every purchase.