Brands Set Up Their Pop-Up Stores in Luxury Hotels

The brands Ba&sh and Tara Jarmon have chosen to invest in two Parisian palaces to showcase their new collections: the Royal Monceau for Ba&sh and the Ritz for Tara Jarmon. These pop-up stores, set up in prestigious hotels, are a way to highlight the chic, Parisian wardrobe of these accessible luxury brands. It’s also a way to attract the attention of the hotels’ clientele, a prime target that is always eager for French fashion.

Ba&sh sets up its pop-up store at the Royal Monceau until the summer.

Ba&sh has decided to set up its winter quarters in one of Paris’s beautiful palaces. The brand has taken over the ground floor of the Royal Monceau, providing the perfect setting to showcase its Spring-Summer 2018 collection. This is complemented by capsule collections, usually distributed abroad, and presented exclusively at its pop-up store at the Royal Monceau. The goal is to create surprise, offering a unique experience to a clientele eager for newness and sensitive to exclusive privileges.

For Tara Jarmon, the perfect pop-up store is created at the Ritz.

A quick detour to Place Vendôme this time, where the Ritz hosts the delightful Tara Jarmon collection, designed for a client heading to the sun and on vacation. Regulars of the luxurious Parisian hotel can already imagine themselves strolling the streets of Paris, wearing a light, flattering short dress. The Spring-Summer 2018 collection is supported by an advertising campaign, featuring a muse who combines playfulness and childlike innocence, evoking one of the famous Parisiennes by Kiraz.

Luxury Hotels and Pop-Up Stores: A Commercial Strategy for Fashion Brands

Choosing luxury hotels for the placement of these pop-up stores allows brands to enjoy the décor of grand hotels. For a few months, they can benefit from the prestige of the hosting establishment and the media coverage of the event. Luxury hotels also gain from the image of trendy brands, offering a modern and chic style, while giving their clientele the opportunity to experience Parisian fashion within the hotel itself.

Pop-Up Stores Designed to Attract the Foreign Clientele of Luxury Hotels

Another goal for these brands is to attract the attention of the foreign clientele at luxury hotels, who have substantial purchasing power. These tourists, highly interested in luxury shopping, often browse the brands’ websites, where they spot pieces they dream of acquiring during their next trip to Paris. The Chinese clientele at these hotels is part of this target audience to be courted. Wealthy, they are gradually moving away from flashy luxury to indulge in the best that it has to offer. It is important to note that 80% of luxury goods purchased by these clients are bought during trips abroad*, as they prioritize the visual and tactile experience of the items before making a purchase.

*Source : Ipsos “World Luxury Tracking”