The Power of Pop-ups & Vintage Fashion Fever
How to market to Gen Z
Tags
Value-driven branding, Experiential retail, Slow fashion, Gen Z
Date
October 17, 2024
Author
Sophie J. Barnes
What do pop-ups offer that regular stores don’t? A lot, apparently.
In a fashion era that’s rife with micro trends and best defined by the pervasive rise of the ultra-fast-fashion machine, the humble pop-up store offers something of a novelty.
source: [A target='_blank' link='https://www.instagram.com/fat.international/?img_index=1']F.A.T. International[/A]
For some, pop ups are the fashion industry’s countercultural lovechild of self expression and sustainability: unique pieces offer an opportunity for individualism while their secondhand nature stands in stark contrast to rapid consumerism. And for others, they’re an opportunity for connection and community beyond the isolation of online storefronts and mass-market brick and mortars. But for sellers and brand owners, pop ups offer an unique opportunity to bolster profit in a market that’s teeming with possibility—if done right, of course.
Pop ups often feature a treasure trove of carefully curated vintage or secondhand pieces that prove popular among their young, fashion-forward clientele. And the numbers attest to secondhand fashion’s acclaim: a 2024 Resale Report by online consignment and thrift store ThredUp forecasts that the global secondhand market will reach a staggering US$350 billion by 2028. To put this into context, consider that the global fashion market as a whole is expected to reach US$2 trillion by 2028 (UniformMarket). And what’s more: the global secondhand market is growing at a CAGR of 12% (ThredUp), far outpacing the global fashion industry as a whole, which is expected to grow at a CAGR of 2.81% (UniformMarket).
source: Vogue
Pop ups stand out because they provide an opportunity to sell items in a way that is wholly unique from traditional shopping landscapes and commercial chain stores. Personable, intimate and purpose-driven, they’re found in the coffee houses, art spaces and studios of cosmopolitan cities. They blend with everyday spaces, creating hubs for community engagement and placing emphasis on experience over purchase. The tendency to showcase vintage, secondhand or local fashion offers a natural synergy between shopper, space and seller: as clientele seek sustainable and unique items in spaces they love. For those curious to dabble in the pop-up scene, the key is to keep this synergy balanced: heavy-handed commercialism risks a brand experience that feels intrusive rather than complementary.
Beyond the endorphins that come with discovering a ‘must-have’ piece (and the self satisfaction of answering ‘Thanks, it’s thrifted’ to anyone who asks), the desirability of pop ups can be attributed to Gen Z’s (and younger Millennials’) preference for brand experiences that reinforce personal values as intrinsic to their need for self expression. Comparatively speaking, Gen Z is a value-driven bunch: local designers, sustainable products, ethical supply chains and affordability are high on the agenda. All this to say, a local pop-up ticks all the right boxes.
For younger shoppers, the act of thrifting, seeking sustainable pieces and supporting local designers and rising brands is a conscious choice. It’s seen as an act of rebellion against fast fashion and a commitment to environmental and social responsibility. The fact that it also looks cool and mirrors Gen Z's obsession with [A target='_blank' link='https://dd.agency/projects/how-neo-nostalgia-stole-our-hearts']nostalgia trends[/A] is just the icing on the cake. It’s a sort of two-birds-one-stone enactment: pop-up culture allows younger gens to shop according to their values and dress the part, too. And when compared to the micro-trend culture of online fast fashion retailers, the intimate experience of local pop-up stores offers a non-trend-based-slow-fashion alternative.
source: Honeycombers
We know that [A target='_blank' link='https://dd.agency/insights/keeping-up-with-gen-z']Gen Z[/A] is a particularly lonely generation, with 73% feeling alone sometimes or always (Forbes). It’s no surprise then that a generation riddled by isolation favours brand experiences that make them feel like they’re part of a community. Pop-ups provide a much-needed sense of belonging through the curation of low-key, intimate settings that bring like-minded people together to have a drink, take photos, browse unique collections and build a sense of community offline. There’s also an unspoken expectation for entertainment: pop ups that take place in a bar setting might invite dance while those hosted in art studios could encourage creative expression through DIY activities and customisable products. Brand-heavy pop ups could offer limited-release items only available during the event. Either way, the main takeaway is a positive brand experience that feels authentic, resonates with the consumer and offers a space for connection.
For brand founders who launched on social media, pop ups provide a physical space without having to invest in a storefront—it’s a comparatively low-risk opportunity to showcase unique collections to a highly receptive audience. The key is to select and carefully curate a setting that matches the vibe of your brand and the lifestyle of your target audience. This market wants to escape the monotonous trend cycle of fast fashion chains and is seeking unique pieces, a sense of exclusivity, and experimentation. They tend to be impulse buyers, excited by temporality and driven by a desire to find hidden gems that no one else has. It’s an artform of self expression driven by the allure of finding an item no one else has and fueled by a generation where individualism is highly valued and commodified.
