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Brief Published: 4 Dec 2012

Target and Neiman Marcus One-Day Pop-Up Store, NY

Extra

American big-box retailer Target and US department store Neiman Marcus opened a one-day pop-up store on Fifth Avenue, New York on November 29 to launch their holiday designer collections partnership.

Spread across two floors, the store showcased 50 items from 24 designers in a retail teaser for the full collection, which hits both stores nationally and online on December 1 2012. As part of the partnership, Target and Neiman Marcus have donated $1m to the Council of Fashion Designers of America (CFDA). Several members of the CFDA are designers collaborating with the stores in this partnership, including Diane Von Furstenberg, Marc Jacobs and Derek Lam.

Price points range from $7.99 for Rodarte wrapping paper, to $499.99 for an Alice + Olivia bike. All of the products are pitched directly at the gift and party market. Particularly glamorous highlights include an Altuzarra cocktail shaker, a Rag & Bone hip flask and Brian Atwood leather gloves.

Echoing that glamour, the merchandising of the large space resembled a low-lit nightclub, and featured small but constantly restocked units to inject an ambience of intimacy.

Pop-up purchases were limited to five items per person, and a roped-off section more akin to a movie premier than a pop-up store was used to build extra excitement.

Over the past few years, the holiday season has become the key time for pop-ups, designed not only to push product, but also to generate major media buzz. As this pop-up proves, the more high profile, the better.

For more on pop-up retailing, see Brands on Tour: The Benefits of Nomadic Retailing and Pop-Ups: Best Brand Boosts.

For more on shrewd brand partnerships, see Frenemies: New Retail Collaborations.

 

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