Banana Republic Fashion Week Pop-Up Mixes Social And Experiential Commerce

Banana Republic Fashion Week Pop-Up Mixes Social And Experiential Commerce
Advertising

Banana Republic is partnering with Bumble and PopSugar to host a Bumble Hive NYC at its flatiron flagship store, offering visitors a panel with Bumble creative heads amongst the retailer's wares

Rachel Gonzalez
  • 13 september 2018

Gap-owned high-end retailer Banana Republic is creating a pop-up at New York Fashion week in partnership with popular dating app, Bumble, and a lifestyle website, PopSugar. Called The Bumble Hive NYC, the event will be held at Banana Republic’s flagship New York store and will feature a “No Boundaries” panel led by Bumble’s creative heads.

The panel will be broadcast on PopSugars “It Takes Two” video series. The pop-up shop and panels aren’t just about finding an outfit for the latest Bumble date, however: the platform is currently switching gears to become more than just a place for romance with Bumble Bizz, intended for users to switch between their personal and professional profiles and marking Bumble’s first foray into the business networking world.

As social commerce continues to grow in popularity, brands are increasingly looking for opportunities to test out the strategy to build engagement and drive sales. Accordingly, Banana Republic hopes to capitalize on the chance fashion week provides to experiment with mixing elements of social media and experiential marketing to better reach its target audience—professional women.

Banana Republic

Bumble

PopSugar

Gap-owned high-end retailer Banana Republic is creating a pop-up at New York Fashion week in partnership with popular dating app, Bumble, and a lifestyle website, PopSugar. Called The Bumble Hive NYC, the event will be held at Banana Republic’s flagship New York store and will feature a “No Boundaries” panel led by Bumble’s creative heads.

+advertising
+apparel
+banana republic
+brand activation & immersion
+Bumble
+event
+Fashion
+fashion & apparel
+fashion week
+nyfw
+pop up
+promotions
+Shopper Marketing
+Shopper Marketing & Promotion
+Virtual Commerce
+women

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