Vetements x humains
10.
Pop My
store would be set to open in September 2020 in order to capture the student consumer, and located in Paris as its country of origin. The brand has popped up in Paris previously in collaboration with DHL (Marain and Salessy, 2018). Equally, there is a good market for luxury consumption within Paris, the number of UNWIs (ultra high net worth individuals) living within the French capital has recently overtaken that of London (Samuel, 2018).The pop-up store will be set in Marais, a cultural hub of style and art attracting both tourists and residents of the area, and will run for 8 weeks. The interior will take inspiration from Vetements’ previous pop-ups, but updated to reflect my range’s colour way. It will also feature gender neutral visual merchandising and mannequins as seen from brands such as Katy has a Loft (Rumsey, 2015).
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