Uniqlo to pop up where ?
This global brand has a pop up strategy, and will apply it soon in Melbourne
There has been some excited murmurings around UNIQLO recently – a few months ago they confirmed a flagship tenancy within Melbourne’s new Emporium development – most likely their first of several Australian stores (they’ve had an office here for 12months or so…). In case you haven’t heard of Uniqlo (yet…), they are a massive designer, manufacturer and retailer of young and trendy casual wear… originally from Japan but now with a significant global profile (currently 793 stores in Japan, a further 408 stores in another 13 countries…)* – and a hefty expansion strategy.
But there’s also a hint that the Uniqlo store at Emporium – around 2,200sq.mtrs of sales area across 4 levels – may not be complete in time for the development’s grand opening (still due around March / April 2014). Emporium is creating quite a buzz already – several existing CBD retailers will be making a move across to the new centre (some of those are the result of changes at a different city location, to make way for yet another international retailer coming to town soon…) – and many new brands will be stepping into our CBD for the very first time.
Around 14 months ago we mentioned Uniqlo utilising pop up, with temporary stores in California and New Jersey. Both installations were part of a strategy to launch the brand, create awareness and build anticipation for the imminent arrival of their new, permanent shops – only trading for several weeks leading up to the major store openings. They’ve employed pop up in many locations – often with eye-catching cube installations and shipping containers in high-profile, high-traffic areas…
And they’ll be doing a pop up here too. Just yesterday Inside Retail reported that Uniqlo will host a temporary store in Melbourne’s Swanston Street from late January until March 2014 (but not saying exactly where or when…).
So where will Uniqlo pop up in Melbourne, will it be a clever cube or a small store fit out – and what can we expect inside ? I guess we’ll know the answers, very soon…
Source : *Wikipedia
Featured image : UNIQLO pop up, Google images
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