Piperlime 3-D: The Store Pops Up
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 selling top brands in apparel, handbags, jewelry and shoes
is heading for a September 9 opening in SoHo just in time for Fashion Week.
“We are excited to share this experience with the public,” said
Jennifer Gosselin, general manager of Piperlime, in a press release. “It’s
the first time that Piperlime will be available in a three-dimensional environment,
where customers can touch and feel product, put together head-to-toe outfits,
and pick personal favorites from exclusive jewelry items to vintage-inspired
tops to the must-have-boot for fall.”
The e-tailer plans to celebrate
its first step into the brick and mortar world, albeit temporary, with an in-store
event on Fashion’s Night Out
on September 10. The store will stay open until 11 p.m. for customers to get
the chance to meet and get styling advice from fashion editor Rachel Zoe, take
photos with cast members from Project Runway and more.
also introduce the “styling loft” within the store.
This is an area where “customers can show their own creative style.”
Each day, shoppers will have the opportunity to style and submit outfits they
think meets a “creative brief” by Piperlime. Individuals from this
group will have the opportunity to have their looks showcased in the store
and win a gift card in the process.
The Piperlime pop-up, which will remain
open until October 3, will include edited assortments with brands such as 7
For All Mankind, AG Adriano Goldschmied, Cynthia Vincent, Frye and Marc by
“It’s going to do well because it’s going to help their
brand awareness penetrate into mainstream,” Christina Norsig, the chief
executive and founder of Pop-Up Insider, an online exchange for temporary pop-up
real estate, told Crain’s New York Business. “It’s a great
way for them to drive traffic.”
Ms. Norsig’s biggest concern, given its potential popularity, is that the
store may not carry enough merchandise to meet demand.
Discussion Questions: What do you think of the approach Piperlime is taking
with its pop-up store in New York? Do you see pop-ups as a viable idea for
other online-only retailers? Which would you most like to see pop-up?
- Piperlime Pop-Up Store Launches in New York – Piperlime/Gap Inc.
- Gap’s Piperlime gets a pop-up shop – Crain’s New York Business