Marge Laney

Piperlime 3-D: The Store Pops Up

August 12, 2010

FROM RETAILWIRE:
In a world where pop-up stores seem to come out of nowhere, another has its sites set on Manhattan and this time it's Piperlime. Piperlime? Yes, Gap Inc.'s online-only business is heading for a September 9 opening in SoHo just in time for Fashion Week. What do you think of the approach Piperlime is taking with its pop-up store in New York?      [more...]

I agree with Gene that this is simply a marketing endeavor to raise Piperlime's visibility during the Fashion Night Out extravaganza. And it's a great idea! Pop-ups are a terrific way to raise awareness of online offerings as they not only raise the visibility of the brand but they give prospective customers a rare opportunity to interact with the product, personally.

We as consumers move easily and often from online to offline and vice versa so this is comfortable and will definitely generate lots of traffic at both the pop-up and online.