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Pop-up store for teens doesn't sell a thing


Yes, we know you know the pop-up retail trend has been around for years now, but Teen Vogue magazine is bringing its own twist to the concept, with a space that doesn’t sell a thing. Instead, visitors will be able to try on items from the racks of clothes on display, receive advice from stylists and sample products from the perfume bar or make-up station. Free snacks and gift-wrapping will also be offered, along with access to charging stations for cell phones and iPods. Teen Vogue Holiday Haute Spot will offer its services to shoppers in New Jersey’s Short Hills Mall between 28 November and December 26, 2008. A welcome addition for the mall’s retailers, as stylists will lead visitors to stores that stock successfully sampled items. Products from the publication’s advertisers are also on display. Although the store may be temporary, the concept will reappear in 2009: two other Teen Vogue Haute Spots will open in March and April, on both the East Coast and West Coast, promoting prom wear. In August, another two will promote back-to-school gear. Moving beyond pop-up retail, Teen Vogue’s initiatives are part of the brand butler trend that our sister site noted would be important in 2008. Rather than bombarding audiences with one-way advertising, Teen Vogue offers its readers a generous service that also benefits both in-publication advertisers and neighbouring stores. Freeing itself from the pressure to sell, the Haute Spots provide teens with a relaxed oasis from hectic shopping spaces whilst influencing opinion and boosting loyalty towards its own brand. If you’re in retail or publishing, this is one to study. Time to hit the mall 😉 Spotted by: Maria Dahl Jørgensen


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