Pop ups: the new high street saviours?
It might be argued that the rise and rise of generic global clothing stores combined with online shopping have killed the creativity of small unique seller-owned fashion outlets. But wait, what’s that gentle retail hum in the background? Guest blogger Sandra Stafford investigates a new rise and rise: pop ups for the style and environmentally conscious.
There’s no doubting that retail has had a tough few years. The pandemic, which pretty much closed down everything in the high street, was swiftly followed by an economic downturn, price/rent increases and transportation issues – combining to rattle the death knell for many high street indies. For some of us, this has led to a shift in the way we shop and sell. We are definitely turning our eyes in a live-love-local direction in an attempt to regenerate our dying high streets. Thus, pop ups have never been more popular. What’s more, they too are diversifying to offer a better all-consuming user experience. More on that shortly … but first, some pop up ‘housekeeping’.
A definition
If you have yet to encounter a pop up, it’s because you may well have missed it being assembled, operating for a limited period, and then dismantled. A pop up is, in essence, a temporary shop found locally as part of, for example, a monthly market and sometimes within shopping malls. They are often defined by their unique and creative content. Take the very successful event of pop up fashion which was hosted at the Grand Arcade in Cambridge, featuring, of course, Trash Chic.
Photo: Method Studios Photography
Way back when
Of course, pop ups aren’t new, as many who have bought and sold from them can testify. In fact, you can trace these temporary stores back to medieval times, where sellers sold seasonal fayre – food and clothing. In the modern era, we can certainly track them back to the 1990s.
The pop up of now
And this is the exciting bit … pop ups today appear to be joining forces to offer a creative, immersive experience. For example, you may find a cluster of related outlets offering any combination of the following: hand-made items, vintage and preloved clothing, the opportunity to create your own accessories or take part in a repair cafe, along with seeking out guidance in style sessions.
What’s more, the ‘standard' model of a trestle table set up on a windy common or rainy street is not the only option for pitches. Anyone who has sold in those scenarios (including those at Trash Chic Towers) are well aware of gazebos taking flight or standing knee-deep in mud outside a village hall.
It is therefore an exceedingly welcome development that indoor and undercover venues such as art galleries, event spaces, malls and arcades are linking with local artists endorsing the recycled and recyclable message that we can live sustainably without forsaking beauty and quality. Artists, makers and recyclers everywhere are passionate about their message, willing to engage with their customers, which in turn gives consumers a shopping experience with real human value.
Seeking out pop ups
There’s a lot of hard work involved in venue-finding, collaborating and promoting pop ups. Often, there’s no significant publicity budget either. So if you are a curious shopper seeking information in your area, you may need to do a bit of research yourself. Think of it as a way of helping out. You could try:
- 24/7 guides in your city or town-
- local magazines and posters in your village
- searching online for handmade and vintage fayres in your county
- asking around your peers or groups that you belong to – there’s always someone in the know.
Most importantly, do try to support these events … because in doing so you are supporting the makers, the sellers, the artists, the workshoppers AND our precious environment.
And if you are a seller, you could also try promoting your event in additional (free) ways:
- your local radio
- your local press
- online
- word of mouth
- regular newsletters to past buyers
- offering to talk at an event taking place in your community to extol the virtues of shopping this way
- literally anything else you can think of!!!
Jane, head of Trash Chic Towers and founder of Trash Chic, admits that the promo side is time consuming. That said, she’s the first to appreciate the amazing support she gets in her area (Cambridgeshire) through Radio 105 and Velvet Magazine, to name but two. She also has a range of events and collaborators lined up through 2024. You’ll find the details on her events page.
We’d love to know about your consumer experience of pop up clothing events and collaborations. Do drop us a line on our socials.
Sandra Stafford is an author, editor and long-time Trash Chic customer. To view TC’s range of preloved/vintage/retro clothing, return to the Shop and take a look at all the fabulous items on offer.
