Everlane: E-tail Hotel Pop-Up Promo
In order to promote its Autumn/Winter 2015 footwear collection, San Francisco-based fashion e-tailer Everlane has partnered with hip hotels in four US cities to provide its online fan base with a hospitality-bolstered, physical try-before-you-buy experience.
Throughout October and November 2015 the brand is establishing pop-up shops in penthouse suites at the Ace Hotel in Manhattan (New York City), the Wythe hotel in Brooklyn (NYC), The Clift in San Francisco and Sunset Tower in Los Angeles.
Shoppers can book 30-minute personal appointments via the brand's e-commerce site, with all items being shipped to a chosen address following their visit. Ostensibly showrooms, no product is available to be taken away on the day. However, all purchases come with a free one-hour delivery (San Francisco and Manhattan) and two-day shipping in LA and Brooklyn. For more on speedy delivery services, see New-Gen Fulfilment, part of the Roaming Retail Industry Trend.
Demonstrating a commitment to the various localities – a tactic attuned to Everlane's belief in "radical transparency" and long-standing production partnerships – the brand shows consumers production costs and the subsequent consumer mark-ups. Each pop-up will also offer locally sourced snacks and drinks such as cold pressed juices from Pressed Juicery in LA.
Shoppers will also be able to RSVP to special events organised in the suites in the evening such as the Late Check-Out party in Brooklyn featuring a music performance by NY-based band Beau.
Avoiding disappointment for consumers not in the vicinity of any of the four hotels, the brand's e-commerce site invites them to sign up for a chat with a video concierge instead. For more on concierge culture, see The Streamlined Sell and Gap x Virgin: Retail Room Service.
For more examples of brand partnerships merging retail with hospitality, see Trans-Industry Collaborations, Hybrid Retailing, Retailer-Restaurants and Hotel/Retail Hook-Ups. See also E-Tail Gets a Physical Presence.