Pretty Polly Pop Up Shop - Covent Garden, London

Following the success of the pop-up shop in Knightsbridge, Courtaulds wanted to open a temporary retail unit for 4 months over the Christmas period, allowing them to test customers behavior and the popularity of 4 of their key brands under one roof instead of predominately being sold via concessions.

RPM Pop Up found a fantastic unit in Covent Garden, London. It was a perfect match for the Christmas period due to its demographic and high footfall throughout the winter months.

As the Pretty Polly temporary store coincided with the launch of the latest collection of House of Holland for Pretty Polly – fronted by UK super star Jessie J our strategy was to engage customers with how empowered women feel wearing Pretty Polly tights, and this message was brought to life throughout the shop environment .

This resulted in an extremely successful campaign which attracted high footfall. Sales figures tripled in 3 months. Lots of PR was created alongside a wonderful buzz for the brand.

Pretty Polly Pop Up shop in Central Avenue Market Building at Covent Garden

Pretty Polly Pop Up Shop

Open for 4 months over the run up to Christmas period 2011/12

Christmas window display

Central Display unit in the Pretty Polly Pop Up Shop

Downstairs at the Pretty polly Pop Up Shop. We had Gossard and Berlei display alcoves

Response to John Ryan’s article in Retail Week

This is a recent response to John Ryan’s article published in Retail Week:

Whilst we agree that pop-up shops are on the rise in the run up to Christmas, their attractiveness to retailers is not always a case of simply shifting stock. Some brands such as Ebay and Pretty Polly, are using their pop-up shops as key elements within strategic, integrated marketing strategies. Ebay for example are using their pop-up shop to educate the public on the variety of product sold, using QR codes to enable hassle free shopping. Equally original was Pretty Polly’s first pop-up shop, which was coupled with a social media platform. This helped to increase consumer engagement through a competition in-store which drove consumers online to the Pretty Polly Facebook page. Supporting pop-ups with social media helps retailers to build a relationship with consumers over a longer period of time, increasing brand loyalty. Aside from Ebay and Pretty Polly, pop-ups also allow retailers to test certain products and consumer behaviour in a particular area at a particular time of year, giving them access to consumer shopping patterns or product popularity.

Michelle Morris,
Head of RPM Pop Up

Pretty Polly Pop Up Shop in Covent Garden, London

Pretty Polly Pop Up Shop - Knightsbridge, London

Tight manufacturer Pretty Polly wanted to create a Pop Up shop leveraging the media attention of London Fashion Week and gain awareness and a buzz around the brand. Pretty Polly products are predominantly sold online and in selective Department stores. The brand has never had their own bespoke high street retail outlet.

A specially created week long pop-up store was delivered by Pop Up specialists, RPM Pop Up. The shop was situated on a street corner of fashion hot spot, Knightsbridge housing a complete range of Pretty Polly, House of Holland and Aristoc tights. In addition to the product on offer the venue played host to a photographic studio, chill out area and offered a range of free beauty treatments.

The pop-up was marketed by a street team on the day, comprised of Pretty Polly tight clad models on roller blades. Those venturing inside could enjoy complimentary manicures and pedicures from Wah Nails, read a daily London Fashion Week newspaper, enjoy free drinks and enter a competition to become Pretty Polly’s next brand ambassador. 

‘The Hunt for Legs Eleven’ competition – primarily a Facebook initiative – was brought to life by celebrity photographer Boyd Alexander who was booked to take free snaps of prospective candidates and model scouts from Leni’s modelling agency checking out the footfall into the venue. The photographs were uploaded to a dedicated Facebook page and public voting and a panel of experts (including fashion designer Henry Holland) will select the ultimate winner. The chosen brand ambassador will then walk a away with a one year modelling contract with Leni’s modelling agency, £1,000 worth of River Island vouchers and free tights for a year.

• 558 pairs of legs were uploaded to the Facebook page.

• 162,511 and counting votes casted.

• 45,796 Youtube views.