Responsive Retail: Ugg Pop-Up, NYC
In a shrewd example of responsive retailing, last weekend, US footwear and clothing brand Ugg Australia launched its first seasonal mobile pop-up shop in New York – directly attuned to the bracing, sub-zero conditions the city is currently experiencing.
The pop-up shop – a 25 ft-long, retro-styled truck dubbed The Ice Machine – was made ultra-visible thanks to the inclusion of a giant pair of Ugg-branded earmuffs atop the truck. In a smart bid to attract the legions of busy New Yorkers travelling around the city each day, the truck was located outside Pennsylvania Station – a major intercity train station and a key commuter hub.
Attendants offered free hot chocolate, while inside the truck, shoppers were able to buy a selection of Ugg’s winter accessories, including scarves, hats, earmuffs, mittens, and gloves for men and women. Augmenting the brand’s promotional push, American actress, TV presenter and Extra (Entertainment News) correspondent Maria Menounos acted as an on-the-spot brand ambassador on the Saturday, wearing Ugg accessories while greeting fans.
Also topical, Ugg invited visitors to stop by one of their four permanent Manhattan stores to win one of four pairs of tickets to the Super Bowl. For more on this topic, see Super Bowl Retail Promos: NY Style.
For more on pop-up mobile retailing, see Henry Holland’s Mr Quiffy Tour, and Dig Thriftique’s Nomadic Vintage. For more on pop-ups in general, see Holiday Pop-Ups 2013, Pop-Up Round-Up NYC and Brands on Tour: Nomadic Retailing.