Fashion & Apparel

Fashion & Apparel Purchasing data from local shoppers dictate merchandise sold in Nike Live concept stores

In its Nike Live concept stores, the products from sportswear retailer Nike are stocked based on the shopping preferences of local users. Using data collected from its NikePlus app, each store’s merchandising mix is dictated by items local consumers are buying. Every two weeks, the store adds new inventory based on the local market, much faster than the brand’s usual turnaround of 30-45 days. Shoppers will also be able to leverage the data to help inform their choices, browsing on in-store screens to see the most popular shoes in a given category for consumers who live near the store. The first Nike Live store, Nike By Melrose, opened in Los Angeles in 2018, followed by stores in Shanghai, New York, Tokyo and a second LA location in 2019.

Brand Activation & Immersion Abercrombie & Fitch features city-influenced apparel and events at Williamsburg hotel

Fashion retailer Abercrombie & Fitch is opening an outpost at the Hoxton hotel in Williamsburg, featuring city-influenced apparel and events for young travelers. The pop-up, inspired by the retailer’s “Do 96 Hours In” campaign, features clothes curated by influencers Tara Sowlaty and Alyssa Coscarelli, plus local events and the chance to snag $96 overnight stays.

Sustainability & Transparency DSW encourages consumers to donate shoes at its DSWGives Do Good Popup

Shoe retailer DSW is trying something new for its DSWGives Do Good Pop-Up: There is no merchandise. Instead of driving sales, the space focuses on giving back through DSWGives, the retailer’s philanthropic arm. Visitors are encouraged to bring pairs of shoes to donate at the pop-up, where they will also learn about DSW’s mission through interactive experiences.

Brand Activation & Immersion Love Me Hug Me spotlights Alzheimer's in immersive NYC popup

Fashion boutique Love Me Hug Me is putting the spotlight on Alzheimer’s in its holiday pop-up. The seven-room space immerses visitors in a love story based on brand founder Elaine Hong’s grandparents, complete with a theater, a playground and a giant moon. Love Me Hug Me will also donate 10% of ticket sales to the Alzheimer's Foundation of America.

Shopper Marketing & Promotion Macy's sponsored Snapchat's series 'The Dead Girls Detective Agency' to promote back-to-school offerings

Retailer Macy's collaborated with social media platform Snapchat, sponsoring the third season of Snapchat's original series The Dead Girls Detective Agency, to promote its back-to-school offerings. The retailer's collection is integrated into the show's events, and viewers can swipe up to shop the selection during unskippable commercial breaks.

Gaming & Play Adidas X Snapchat debut a mobile game game where MLB fans can purchase limited-edition cleats

Sportswear Adidas and social media platform Snapchat launched a game called Baseball's Next Level via Snapchat app or an online site. The mobile game features MLB athletes wearing limited-edition cleats from the Adidas 8-bit collection, which fans can purchase directly through the game or browse more items by clicking buttons that redirect them to Adidas' or retailer Dick's Sporting Goods' sites. 

Hotels, Hospitality & Travel Bloomingdale's Loews Regency lobby popup offers holiday shopping and customization

Department store Bloomingdale’s is opening a holiday pop-up in the lobby of the Loews Regency New York Hotel, its first hotel activation. The downstairs lounge serves as a showcase for popular gifts, holiday-themed products and other Bloomingdale’s-branded merchandise, and the space will also feature on-site leather monogramming from Royce New York.

Fashion & Apparel NBC Universal launched first-of-their-kind mobile-enabled shoppable TV ads

Television network NBC Universal launched a first-of-its-kind shoppable TV advertisement by placing 30-second QR codes during programming and commercials that viewers can scan with their mobile phones to be redirected to a shopping site. The feature was first deployed during tennis star Novak Djokovic's French Open 2019 matches to promote his collaboration with fashion brand Lacoste.

Merchandising & Curation The Marathon Clothing launches SoHo popup to reach East Coast consumers

Late Rapper Nipsey Hussle’s retail line, The Marathon Clothing, is debuting a pop-up space in SoHo this holiday season. The brand, which is based in Los Angeles, focuses on a core line of streetwear-influenced clothing, and this move will make it much more accessible to East Coast fans of the label and its founder.

Entertainment Kenzo gamified its exclusive Sonic sneaker drop with a digital competition

French luxury brand Kenzo gamified the exclusivity-driven digital shopping experience to promote its new Sonic sneakers. Restricted to a limited number of players, gamers had to virtually defeat other opponents in an online competition to gain access to purchase one of the 100 pairs of sneakers released by the brand.

Automotive PSFK's 10th Annual Future Of Retail Report Will Guide Brands And Retailers Into The Age Of Personal Utility

PSFK's Future Of Retail 2020: Retail As Personal Utility report provides a strategic roadmap for brands and retailers to deliver hyper-personalized service that meets the unique needs of every customer in a post-experiential era

Home eBay's Black Friday 'Escape Room' Popup Encouraged NYC Shoppers To Get Their Game—And Zen—On

The ecommerce marketplace's IRL activation in NYC this Black Friday offered frenzied shoppers both an escape from a whirlwind of sales in its 'Zen' room as well as the opp for light gaming and play

Store Experience & Design STORY's 'Home For The Holidays' popup brings seasonal activations to Macy's shoppers

STORY at Macy’s is a store-in-store concept with a rotating selection of merchandise curated in collaboration with brands around seasonal themes. Through December, STORY’s theme is Home for the Holidays, featuring over 900 gift ideas. Although 36 Macy’s locations are participating, only the Herald Square location features visits from style icon Iris Apfel and artist Darcy Miller.

Store Experience & Design Century 21's first-ever popup lets NYC shoppers snap selfies in an Instagram-ready glam room

Discount department store Century 21 is hosting its first-ever pop-up in Herald Square, offering both deals and social media-worthy backdrops. Like its other locations, the store features designer merchandise at steep discounts. But what sets this space apart is its stunning design, including an entirely red first floor and an “Instagram room” done up in red, glitter and gold.