Brand Experience

How Dupe Culture is Reshaping Retail
How Dupe Culture is Reshaping Retail 1440 428 ASG
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Navigating Dupe Culture

Dupe culture has emerged as a disruptive trend within retail, signaling a powerful shift in consumer spending, especially among Gen Z shoppers. For retailers, this growing demand for “dupes” is not simply about cost-effectiveness; it’s a shift that could redefine brand equity and reshape market positioning. As Gen Z, a generation marked by financial prudence and a heightened awareness of value, becomes a dominant consumer force, retailers must consider how dupe culture could influence both their customer base and overall brand perception.

The Allure of Dupes

Dupe culture—short for “duplicate”—is a phenomenon in which consumers actively seek nearly identical, lower-cost alternatives (“dupes”) to premium products that match in quality or functionality. Popular categories for dupes include luxury makeup, skincare, and designer apparel, with fast-fashion brands like Shein and Temu leading the way by providing cheap alternatives.

From home décor and tech gadgets to fashion accessories, dupe culture spans industries, allowing cost-conscious consumers to find “luxury for less.” This rising preference for dupes challenges traditional brand loyalty and raises the stakes for retailers aiming to balance premium offerings with value-based options.

The Consumer Appeal of Dupes

The dupe trend is reshaping consumer culture, with influencers actively hunting for budget-friendly alternatives to high-end clothing, beauty products, and home décor. This pursuit is not just about savings; it’s the thrill of discovery and the joy of sharing these finds. Unearthing a worthy dupe brings a sense of accomplishment; there’s no shame in choosing a “knock-off.”

“The rise of dupe culture speaks to a generational shift in consumption of goods and media,” said Jennifer Baker, growth marketing leader at creator management platform Grin. “Previous generations may have shopped for knockoffs on the sly, but Gen Z has not only normalized buying knockoffs or generic products, but has grown the #dupe movement into one of the most searched terms on social media.”

@mainstmuse

So many good doooops at the Dollar Tree! #dollartree #dollartreedupe #dollartreefinds #dollartreesoldejaneiro #dollartreetouchland #dollartreehandsanitizer #dollartreehaul#soldejaneirodupe

♬ original sound - MainStMuse

According to eMarketer, around one-third of makeup consumers ages 18 to 34 (33%) and 25 to 34 (35%) bought a dupe due to something they saw on social media. And research conducted by Alexandra J. Roberts for Northeastern University’s School of Law, revealed that “71% of Gen Z  and 67% of Millennials report they sometimes or always buy dupes. Where older generations clandestinely purchased dupes hoping to pass them off as the real thing, young bargain-hunters eschew gatekeeping and proudly share their finds with friends and followers.”

One-third of makeup consumers ages 18 to 34 buy dupes inspired by social media. Research from Northeastern University shows 71% of Gen Z and 67% of Millennials regularly purchase dupes, proudly sharing their finds as a badge of value over exclusivity. This financially savvy approach is redefining brand loyalty and pushing retailers to rethink how they deliver value.

Gen Z’s financially savvy, value-driven approach is fueling the rise of dupe culture. This generation is redefining brand loyalty, pushing retailers to reconsider how they deliver value and exclusivity.

Hashtags like #DupeAlert or #DupeCulture make it easy for consumers to find these alternatives. However, according to Roberts, “Amazon has banned its use in product descriptions, TikTok has blocked the hashtag #designerdupe, and Target’s legal team forbids the company from saying the word.”

Consumers know how to get around the hashtag and still share their favorite finds. BuzzFeed published a list of Amazon products that were “very similar” to higher-priced products; DUPETHAT, an Instagram influencer, doesn’t use the hashtag in her posts but has over a million followers.

But it’s about more than just finding a less expensive alternative to a popular luxury brand. It’s also about the thrill of discovery. This challenge to the traditional notion of luxury, where exclusivity and price once defined value, is driven in part by the constant companion of economic uncertainty over the past several years. Most shoppers are more budget-conscious, and dupe culture allows them to indulge in luxury experiences without the luxury price tag.

But for brands, it can be another story. When a $10 foundation is hailed as a perfect match for a $50 high-end product, it can dilute the prestige associated with the original brand. However, some brands have embraced dupe culture by marketing themselves as an affordable alternative to luxury, while other designers are creating their own dupes to capture market share.

Brands Thriving in Dupe Culture

e.l.f. Cosmetics has embraced dupe culture by aligning closely with its target audience. Influencer Marketing Factory attributes e.l.f.’s success to how it has “adopted the voice of its loyal beauty community, leaning into Gen-Z slang, TikTok trends, and playful comments.”

Olaplex, a pioneer in “bond-building” hair care, has also capitalized on dupe culture. When the hashtag #olaplexdupe hit over 30 million views on TikTok, the brand humorously joined the trend by sending influencers a “viral dupe” of a fake product, Oladupé No. 160, to turn imitation into brand engagement.

Lululemon hosted a “dupe swap” that allowed consumers to trade their dupes for branded versions. This came after a viral TikTok highlighted leggings that closely resembled Lululemon’s at a lower price point.

@arianavitale

back at it with this months top best selling lulu inspired finds from amazon🫶🏽#lululemondupes #lululemon #amazonluludupe #lululemonhack #amazonfashion #amazonathleticwear #fyp #lululemoninspired #greenscreen

♬ original sound - ARIANA VITALE

H&M and Mugler collaborated to create accessible high-fashion pieces, embracing the blending of luxury and fast-fashion. Fast-fashion retailers like H&M and Target openly sell duped products, generating buzz and catering to demand for high-quality yet affordable alternatives. These partnerships benefit designers by expanding brand visibility and reaching new audiences.

@jordannkelsey

The perfect new dupes by Mugler x H&M ✨ im into it, what do you think? #muglerxhm #mugler #fashioncollab #fashiontrends #hottopic #fashionnews

♬ Aesthetic - Tollan Kim

Sophie Hardie, client director at the Goat Agency, advises brands to lean into dupe culture. She says, “Brands don’t need to worry about their reputation being damaged… Instead of fighting dupes, high-end brands should light-heartedly engage with popular culture, showing confidence in their brand’s power.”

The Future of Dupes: Risks and Opportunities in Retail

As dupe culture expands, it brings both challenges and opportunities to retail. While dupes may not directly infringe on IP, the line between inspiration and imitation is increasingly blurred, with some designers seeing dupe culture as unregulated and exploitative. One indie designer described how an Amazon seller duplicated her product and used AI to alter her promotional videos without permission; another went viral after alleging a major retailer appropriated her original designs. Such cases underscore the vulnerability of creatives in a world where duplication technology is advancing rapidly.

Looking ahead, retailers may face more regulatory scrutiny. Evolving IP laws could strengthen protections for designers, especially around unauthorized AI use to imitate original work. This also raises concerns about consumer trust, as shoppers may struggle to distinguish authentic products from replicas. Retailers should innovate to help their brands stand out from fast-fashion dupes.

A crucial aspect of dupe culture is its environmental impact. Fast fashion, largely driven by dupes, contributes more to climate change than aviation and shipping combined, with textile production responsible for 20% of industrial water pollution, according to a report from a The Fifth Agency. Brands that emphasize fair labor practices and sustainable sourcing could gain loyalty and stand apart from dupe-centric competitors.

Ultimately, brands can address the rise of dupe culture by focusing on quality and authenticity while embracing transparent, ethical, and eco-conscious initiatives that resonate with today’s values-driven consumers.

AI, Retail, and the Do-It-For-Me Economy
AI, Retail, and the Do-It-For-Me Economy 1440 428 ASG
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Forget DIY! DIFM (Do-It-For-Me) is the new name of the retail game, driven by AI technology that includes conversational AI chatbots, AI-driven personalized recommendations, and powerful data analytics for better decision-making. Time-pressed consumers are increasingly outsourcing not just tasks but decisions, creating a golden opportunity for retailers.

The “Do-It-For-Me” economy and its overlap with AI is transforming retail. AI-powered home reordering to virtual beauty consultations, DIFM services offer convenience and personalization that busy customers crave. Let’s breakdown the benefits and the implications.

Why Do-It-For-Me?

The DIFM economy is growing as consumers increasingly prefer services where experts or automated systems complete tasks on their behalf, rather than the traditional DIY (Do-It-Yourself) approach. It’s a shift driven by convenience, time savings, and the desire for professional results.

“The do-it-for-me movement caters to consumers who don’t have the time, resources, or desire to complete a certain task. So, whereas DIY would involve teaching a customer how to complete a task themselves, DIFM would have a business do the job for them. Although the do-it-yourself (DIY) trend had its time to shine, it’s now fading away. Replacing it is the do-it-for-me (DIFM) movement, which is changing how customers interact with businesses and how companies respond to consumer demand” – Business.com

How Does AI Function in the DIFM Economy?

We’ve explored in depth how AI can improve retail and restaurants. But AI is an essential component of the DIFM economy, providing sophisticated tools and technologies that cater to growing consumer demand for convenience and efficiency. In retail, this manifests in several ways:

Customized Recommendations – Because AI can crunch data quickly and effectively, it becomes a powerful tool for personalized shopping. Brands offering personalized shopping experiences see a 40% increase in consumer spending. Using the customer’s historical purchases, online searches, and demographic information, it can serve up recommendations to customers in-store or online. This not only makes them feel noticed and catered to but also increases their loyalty and spend.

Virtual Assistants – A retail AI chatbot offers a human-like experience with conversational AI capable of responding naturally, answering questions, and functioning as a virtual assistant to help customers find products and make purchases. AI chatbots have proven to be game changers in the retail industry, boosting sales by an impressive average of 67%. Notably, 26% of all sales originate from initial interactions. According to Gartner, Chatbots are predicted to become the primary channel for customer service in 25% of all businesses by 2027.

Automated Service – Once again, chatbots for retail come to the rescue, providing rapid, no-wait customer service for everything from locating products to processing returns. The instant service provided through automation increases customer satisfaction – gone are the days of waiting on hold for 20 minutes for the next available customer service rep. Customers now get immediate gratification with conversation AI and can escalate to a human when needed.

Walmart has been developing DIFM solutions that are enhancing the consumer experience.

  • Voice shopping through Walmart Voice Order allows customers to effortlessly reorder items using their smart speakers and mobile devices.
  • Text to Shop lets customers conveniently search for, add or remove items from their carts, reorder favorites, and schedule pickups or deliveries via quick text conversations on iOS and Android devices.

Walmart continues enhancing its mobile app experience to provide a more personalized shopping trip for customers on the go. An improved search tool now provides suggestions and recommendations tailored individually based on location, past purchases, product interests, and browsing history. Customers can also now find recommendations in dedicated sections of the app, like trending near me, new arrivals, rollbacks, and more.

Augmented Reality (AR) and DIFM Retail

AR is playing a huge role in changing how consumers shop. Whether in-store or online, AR allows customers to “try before you buy.” How? With AI interior design, you can use AI home rendering to visualize how a product will look in your room. Similarly, you can virtually try on clothing in front of an AR mirror in the store or through an app. United.ai highlights the key benefits of AR for DIFM interior design:

  • Utilizing AI tools for interior design revolutionizes the way spaces are envisioned and executed, allowing for the creation of designs that perfectly match individual preferences and spatial constraints.
  • With AI, designers can easily simulate and visualize spaces in 3D that enable clients to see and modify their future interiors in real-time.
  • AI technology streamlines the selection of furniture, color schemes, and materials.
  • AI-driven analytics can predict user needs and recommend design adjustments, leading to more innovative, personalized, and adaptable living spaces.
  • The integration of AI in interior design significantly reduces time and costs associated with manual planning and revisions.

Developing a Strong DIFM Strategy

Behind the scenes, AI is already working to improve operational efficiencies, improve supply chain excellence, and transform labor requirements. For example, Amazon achieved a 225% decrease in “click to ship” time by utilizing machine learning, reducing it to 15 minutes.

But the integration of AI in DIFM strategies can have an even larger impact on retailers, because by providing this desired service for customers it not only enhances customer experience and improves loyalty but can increase how much the customer spends.

When properly introduced, DIFM strategies should have a positive impact on core product sales. A great example is the DIY retailer, Wickes. Wickes began implementing their DIFM strategy in 2021.

Wickes DIFM sales doubled in a year. Its “performance was driven by having sales in local trade, DIY (or Core), and Do-It-For-Me (DIFM), with two-thirds of its sales in 2021 driven by digital channels. Its Core like-for-like sales increased by 35.7% on a two-year basis, while DIFM orders strengthened throughout 2021 from Q2. DIFM like-for-like revenue grew by 8.5% for the full year, with ‘buoyant’ bathroom sales.”

Actionable Takeaways for Retail Leaders:

  • Leverage AI for Personalization: Implement AI-driven solutions to offer personalized shopping experiences that can increase customer spend and loyalty.
  • Integrate AR for Enhanced Engagement: Utilize AR to provide immersive “try before you buy” experiences, reducing returns and enhancing customer satisfaction.
  • Invest in Cloud-Based Infrastructure: Use cloud computing to gain deeper insights into consumer behavior and streamline operations, enabling more agile and responsive business strategies.
  • Develop DIFM Offerings Thoughtfully: Ensure DIFM services align with your brand’s core values and customer expectations, focusing on enhancing rather than replacing the DIY experience.

AI is a key enabler of the Do-It-For-Me economy, transforming the retail sector by providing personalized, efficient, and automated services. As consumers continue to demand convenience and professional results, the integration of AI and conversational AI chatbots in retail will only grow, driving further innovation and reshaping the shopping landscape.

The Micro-Experience Experience
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“Micro-experiences are the next big thing in customer engagement,” proclaims an article on the US Chamber website. That’s a bold statement, considering more robust customer engagement is something that every retailer on the planet is after. How can micro experiences through retail brand collaborations bring customers back for more?

By micro experience, we’re talking about a small-scale, physical activation that brings a branded experience to multiple locations, generating revenue and excitement. It goes beyond the flagship store, reaching every consumer and creating a memorable, intimate interaction with the brand. It offers a novel and immersive experience for those willing to engage on a deeper level.

Micro Experience, Massive Impact

Micro-experiences, unfortunately, took a hit during the pandemic, but their potential impact cannot be overlooked. In 2019, American Girl Doll and L’Occitane exemplified this trend by introducing a joint experience that fostered personal connections with customers.

However, today’s micro experiences go beyond product interactions. They involve creative collaborations like Capital One transforming bank lobbies into cozy cafes in partnership with Peet’s Coffee, or the immersive “cold room” at Canada Goose, where customers can try on parkas. It could even be a local liquor store teaming up with a nearby winery for Friday night tastings. The goal is to deliver a distinctive and lasting impression that enhances brand awareness and loyalty, offering an intimate and exclusive encounter with the brand and its partners.

Answering the Call of Consumers

These integrated, often hands-on experiences can have a significant impact. In fact, more than 20% of consumers told Raydient that they would shop more if retailers offered unique experiences, and a staggering 68.9% of consumers emphasized the importance of a positive in-store experience.

“Brands should invest heavily in ways to recognize and leverage these moments, finding the right time to send a personalized offer that will help solve whatever problem is facing the potential customer at that time. This is about being able to reach the right customer at the right time — a cutting-edge marketing challenge but one that’s increasingly solvable thanks to the technology solutions available today.” KPMG

Integrating Micro Experiences

As retailers consider how to deliver micro experiences to their customers, it’s crucial to think about how the experience can be authentic to the brand. It makes sense that a company that sells parkas would have an ice room. Here are some ways retailers can integrate micro experiences into their stores:

  • Thoughtful Store Layout – Design stores with designated spaces for micro experiences. Areas can be dedicated to interactive displays, product demonstrations, or immersive installations that engage customers and create a memory.
  • Interactive Displays – Incorporate interactive displays that allow customers to touch, feel, and interact with products. This hands-on approach enhances customer engagement and encourages exploration.
  • Personalized Service – While many of these experiences can be unattended, it’s essential that staff are trained to provide personalized and attentive service to customers during those experiences. This tailored approach adds an extra layer of memorability by making customers feel valued and attended to.
  • Sensory Elements – Incorporate multi-sensory elements into the store environment, including ambient music, appealing scents, or visually captivating displays that immerse customers in a brand’s ethos.
  • Pop-Up Events – Create temporary pop-up installations or events in-store that offer unique and limited-time experiences. Think workshops, demonstrations, and unique collaborations that excite consumers and drive foot traffic.

Some retailers are at the forefront of the micro experience. Let’s take a closer look at who is getting it right.

Personalization and Customization
Customers want to feel like their shopping experience is not the same as every other customer, that it’s uniquely designed for them. With technology and consumer data at the fingertips of most retailers, it’s easier to create micro experiences that play on that desire to be catered to.

Who is getting it right? Look to Sephora, a brand that consistently garners high levels of loyalty by offering exclusive in-store events and makeovers.

Augmented Reality and Virtual Reality
The use of augmented reality (AR) and virtual reality (VR) can allow customers to experience products in a more immersive way.

Who is getting it right? Check out Burberry, who used a pop-up AR experience in Harrods to coincide with the launch of its new Olympia bag.

Learning and Doing
One of the most popular micro experiences involves hands-on learning in unexpected places, like cooking classes in a grocery store or a painting session in a liquor store.

Who is getting it right? Whole Foods invites guest chefs to specific retail locations to conduct cooking classes with shoppers.

“Micro-experiences really are going to become table stakes for retailers, particularly when today’s consumers have so many choices.” – Sarah Hoffman, chief marketing officer at Drybar.

Micro experiences are physical experiences that are meaningful and engaging. When done right, they encourage a deeper connection with the brand and provide something unique and memorable to the customer.

Brands Inspiring Our Team Right Now
Brands Inspiring Our Team Right Now 1440 428 ASG

We love working with brands, and we’re constantly inspired by the brand landscape around us. We gathered some team members to share their insight into the brands that are moving them today and why.

Andrew Miller – Woolrich

Established in 1830: Born in Woolrich Pennsylvania- the brand equipped those with a passion for outdoors. “The Original Outdoor Clothing Company” is what they call themselves.

Woolrich has produced high-quality garments for over 190 years. Crafting fine and warm wool is their calling, and their mills have lent a helping hand during major historical moments. Woolrich made a big contribution by supplying socks, blankets, and coats to the US soldiers providing them warmth, comfort and quality during American civil war and WW1.

Being a native from PA and Woolrich within 20 minutes to my hometown – Woolrich was a brand growing up that I was educated on by my family. My great grandparents/ and grandparents always sporting their product. I’m grateful that I was gifted by my grandparents, jackets, socks, shirts growing up for holidays and birthdays which grew my interest and introducing me even closer to the brand. To this day and understanding the Woolrich brand given the history, quality, plus their mission makes a difference even more valuable when you understand what you are wearing. – to this day these are high quality pieces that I enjoy wearing time to time when the elements are right.

VALUES
American Heritage: Keeping true to their products and quality- mirroring the American dream: wear Woolrich to pursue your goals, regardless of the elements.

Iconic brand elements: The Buffalo Check, whose name was inspired by a herd of buffalo owned by the Woolrich designer who developed its distinctive red and black pattern, has been a symbol for Americana and workwear since its inception, and remains one of Woolrich’s most powerful visual codes from season to season.

Purposeful design: Their Product character is pure, considered, consistent. Woolrich collections embody a design sensibility of stylish durability. They unlock the privilege of a life lived outdoors- in nature and urban environments, and anything in-between.

Brand Mission/ Values:
Woolrich is committed to putting social responsibility at the forefront of everything they do. As a brand and company, they are committed to making a positive impact on the world around us, including by taking a respectful approach to their stakeholder relationships, encouraging environmental awareness, and promoting ethical business practices.

  • Sustainability
  • Diversity and inclusion
  • Charities
  • Responsible sourcing
  • Woolrich outdoor foundation
  • Code of ethics

Morecia – Linkedin

When I think of a brand that inspires me, I instantly think of something I use daily. In our society, social media presents us not only as a form of entertainment, but a great way to connect with people and keep up with hot topics and trends. Millions of people can connect with their relatives, lifelong friends, and even business professionals through social media. So, if you’re looking to network, LinkedIn is a great platform! Their mission is simple; to connect the world’s professionals to make them more productive and successful. I have personally connected with hundreds of people from different professions, from business to even healthcare. LinkedIn also is great for creating a space where professionals can reach out to you with job offers in fields that you may be qualified for. Having this social media presents on LinkedIn gave me the opportunity to meet with several hiring managers and that’s how I landed a job with Asset Strategies Group. I would highly recommend using LinkedIn, it’s a leading social media brand, it’s easily accessible, and you can make great connections with many different people.

Max – Gibson

I’m really digging Gibson Guitars right now. They already pull on my heartstrings as a musician… but they’ve taken their brand to another level. Gibson recently opened up a best-in-class retail experience, the Gibson Garage, loaded with exclusive products, events and even a chance to build your dream guitar. So they’re totally winning the retail thing. Not to mention they’ve really invested in their content production team, and they’re telling these amazing stories that guitar junkies (like myself) salivate over. Like all great brands, there’s a story to know and tell, and I feel that same sentiment with my guitars. I remember sinking every penny I had into my first Gibson, and it’s paid it’s worth back in priceless fashion ever since.

Zach – Homer

Homer is a luxury jewelry and accessory brand founded by Frank Ocean in 2018, starting commercially in 2021. The brand is constantly on the front end of avant-garde design, from catalogs to social media marketing, utilizing unconventional techniques and art to market the line. Homer also has a unique way of launching their collections: each collection is unannounced and launched randomly alongside pop-up stores appearing in big cities for an in-person experience. Homer’s products are very expensive, but having unannounced launches with limited product lends the brand a more curated touch rather than being strictly exclusive. The beautiful design behind the brand, combined with the sporadic launches that tend to be few and far between, give a one-of-a-kind, curated feel to the products provided.

Olivia – Dr. Martens

I’m not really brand loyal to anything and just don’t buy corporate speak, so there are few brands I really “connect” to. But my one ride-or-die brand is Dr. Martens. It’s been that way since I got my first pair when I was 14, which is wild that it was 10 years ago! I fell in love with the brand and the product when I put that first pair on. I love everything about them, honestly—the attitude they bring, authenticity, durability, and how they are still that classic work boot that they started off as. They’re still that same work boot that was designed in the 60s, but they have history and ties with the music industry and counterculture, and they’re inherently cool. The brand always does its own thing and has always been authentic to themselves. They know who they are and take pride in the product and history that they have. And I really connect with that because I have always done my own thing, authentic to myself. Dr. Martens were the first thing that I found that felt like it “fit” my style, that and my winged eyeliner, of course, so the brand is pretty special to me. Dr. Martens is an icon for a reason, and I’m sure it means something different to everyone, but those are just a handful of reasons why I admire it!

Also! It is so true how awful they are to break in! But they are so worth it because they are the most comfortable and dependable pair of shoes you’ll own. 😊 Another fun fact, I still have my first pair, and they are beat to hell, but are still perfect work boots, lol.

Steve Morris – Abercrombie & Fitch

Abercrombie & Fitch – a brand that was built on a cult of exclusivity to a total transformation to a brand that embraces inclusivity. Over the past decade, we’ve seen the brand change dramatically, from its image to its product and, ultimately, the store experience. That’s a lot of change, and for them to find success across each channel deserves some credit!

Louis So – Lego

Lego is my brand of choice. I got my 1st set of Legos from my parents when I was in kindergarten back in the 70s. Flash forward to modern times, where I can give my daughter her 1st Lego set years later. And, of course, it was nice, given that this was the 1st Lego set I bought for one of my own.

Lego continues to give us opportunities to build and foster our own imagination. Every block we touch is special, and we continue to build & tear them down repeatedly. Each Lego block allows our memories of imagination in the past, present, and future to visit us again. Lego brings us together, and it doesn’t matter where we tend to use them. Whether we build on the family dining table, on a car trip, on the living room carpet, a hospital bed with our kids, parents, grandparents, or friends, there will always be a place for Legos. Legos give us a way to heal, to love, to share, to collaborate, and most importantly, imagine.

The brand doesn’t stop at home either, as Lego continues to evolve into tons of activations. Legoland theme Park, Lego House, Lego Discover Center, Lego Retail Store, Lego Clothing, Lego life, Lego Education etc.. you get the point.

Got a brand you’d love to share with us?

Send us a message and share some insight into your inspirations.

Reach out

Pop-Ups as a Retail Experience Lab
Pop-Ups as a Retail Experience Lab 1440 428 ASG

Pop-up shops have become a cure-all in retail business strategy over the past few decades. If done right, pop-ups benefit everyone involved, making them a no-brainer for many brands. Since they began popping up, we have watched them evolve as retail hubs, bolster marketing strategies, and even improve landlord-tenant relationships.

Revolutionizing Retail Hubs

Pop-ups started out as experimental, unique spaces for brands to test specialized customer experiences. Today, they’re revolutionizing street location shopping. Retail hubs have become modular and ever-changing; new, exciting businesses are constantly opening and revolving through these areas—making for a fun, fresh visit every time. Cities big and small have seen pop-ups appear in their suburbs or smaller neighborhoods, not just prime shopping districts.

Landlords and rental agencies have become open to shorter lease terms than have been traditionally available in retail spaces. These leases can be prepared quickly and are less-burdensome for the tenants.

Some spaces and agreements can be shared, cohabitated stores that rotate out regularly. These businesses can plan weeks or months to occupy the given space, execute their pop-up, then clear out for the next business. These shared environments work great for small business coalitions and artists especially, as they can offer lower rates with longer lease terms (offering the chance for multiple pop-ups over the lease term). This creates a win-win situation for landlords and tenants alike.

Striking Marketing Gold

Pop-ups are a goldmine for meaningful, interactive marketing for a brand or product experience that people want to share on social media. The idea is for shared content around the pop-up to create brand awareness and drive traffic to the pop-up location. Everyone wants to see fun, different shopping experiences, and consumers are apt to share. Executing a good pop-up is guaranteed to result in a wealth of valuable word-of-mouth marketing. A pop-up introduces the brand to people who otherwise might not have had it on their radar. The “exclusivity,” or more so the limited time aspect of a pop-up, amplifies consumer interest. Add this to the social media buzz, and you have created the perfect recipe for increasing brand awareness—the main goal of a pop-up.

Pop-ups are also a great way to experiment and test markets, consumer targets, specific locations, product, experience, and more. They offer total brand control and maximum brand exposure. Watching the ways in which consumers shop in a pop-up or how they respond to different experiences can give great insight into what works best for the brand in a given market. Working on the ground of a pop-up, employees interact directly with the customer base. These physical interactions with the brand are beneficial to a new retail business, making pop-ups an ideal business strategy for small businesses or new businesses entering the retail space perhaps after solely operating online.

Good for All Involved

We have seen all the ways pop-ups can benefit the businesses who execute them, but how do they benefit landlords and consumers? A pop-up could bring awareness to surrounding businesses, driving in-bound traffic. Say a shorter lease is about to expire, the landlord could openly advertise the space for rent at a pop-up event and receive far more exposure than if they were to run ads elsewhere. Pop-ups also assist landlords by filling vacant spaces quickly. Businesses might be able to get good deals on rent while the landlord fills their properties. These new businesses bring in money to the area and the public benefits from these ever-changing, interesting pop-up experiences.

Pop-Ups Actualized

Most brands have been taking full advantage of the benefits pop-ups offer, with countless remarkable experiences opening over the past few years, enticing the public to visit brand-curated spaces.

Lone Design Club works with independent brands to bring conscious consumerism-focused pop-ups to spaces around London. These pop-ups include layered experiences, such as vibrational sound meditation, professional panels on a variety of topics and industries, and community networking.

Ikea opened a “play cafe” in 2017 to rethink the way we use and view our kitchens. People could come in, enjoy some of their famous Swedish meatballs and play games with their friends and families.

Casablanca, a Paris-based luxury brand, held a travel/airport-themed pop-up within Selfridges, furnished with all the bells and whistles of an airport terminal gate. The popup let customers explore and discover merchandise set throughout the space while allowing Casablanca to test a physical retail store for the brand.

Many other luxury brands have been able to invest in the pop-up economy and are finding ways to evolve the landscape. In July 2022, Hermes held a gym-inspired pop-up in LA with live fitness classes, lifestyle-inspired merchandising, cocktails, live DJs, and more. These pop-up spaces give brands the endless freedom to curate specialized experiences to inspire, educate, entertain, or simply interact with guests. The L.A. experience is just one of several HermesFit popups around the world including Brooklyn, Tokyo, Paris, Bangkok, and more.

Here to Stay

Don’t expect to stop seeing them anytime soon, as modern pop-up culture has taken the retail world by storm and proven its value to retail strategy. Pop-ups are here to stay and are becoming more valuable as part of the retail ecosystem. They have revolutionized retail hubs and have benefitted all involved.

DTC Brands Lean Into The Retail Landscape
DTC Brands Lean Into The Retail Landscape 1440 428 ASG

Given the cost of customer acquisition and the increase in competition, DTC brands have shifted their strategy, focusing on experiences where the brand story and consumer connection matter more than just building mailing lists and driving people to buy online. The pandemic helped accelerate that shift – as consumers spent more time at home, DTC brands have had the chance to tap into social conversations and fulfill many emotional and essential needs.


From Ecommerce to Experience

DTCs are using their digital native savviness to put themselves where their customers are – not on a website, but in social media (think: DTC brands like Dr. Squatch on TikTok) and in video games (think: Marc Jacobs in Animal Crossing). More than anything, however, DTCs are beginning to focus on opening physical locations – either standalone or in collaboration with existing stores (think: Bark’s partnership with Walmart).


In-Store Shopping Demand Drives DTC

People are ready to shop again in-store, and DTCs are responding. According to Shopify’s recent Future of Commerce report, 32% of brands said they’d be establishing or expanding their use of pop-up and in-person experiences, 31% plan on establishing or expanding their physical retail footprint, and 40% of brands said offering experiential retail will be a top priority in the next year.

“Increased retail vacancies have created an opportunity for a new wave of digitally native brands to experiment with physical retail. The surge of brands into offline channels means retailers must focus on creating engaging and memorable experiences to win foot traffic.” – Shopify


Standing Out to Stand Alone

On a recent trip to Austin, TX, we visited the premier, open-air retail development, Domain Northside, which has one of the largest DTC physical presences in the US. We visited every single store in the shopping district – legacy retailers’ side-by-side emerging DTC brands. Cover the signage though and we couldn’t have told you who was who or what made them unique. A surprisingly cookie-cutter DTC experience for brands that have notably played hard to cut through the noise online.

“Brand building is helping attract and retain customers. Businesses are overcoming the competition by investing in brand building, which increases customer lifetime value, boosts conversion rates in the short term, and attracts out-of-market buyers in the long term.” – Shopify


The Experience Factor

A physical presence means more than four walls. From the right location to on-brand execution and a memorable experience, the equation takes as much consideration and strategic planning as the day the DTC was born. Missing the mark moving from digital into physical could lead to two unfortunate outcomes:

  1. DTC brands misreading the brick and mortar performance based on a failed execution (proper development of the branding, etc.), and
  2. Developers undervalue the DTC’s capabilities in a physical environment and begin to discount them or pass them over for new opportunities (i.e., they will be left on the bench).

Digitally-native brands making their first foray into physical retail have an opportunity to leverage the customers they’ve nurtured and developed online, and expand their brand awareness to new customers. It’s an exciting time to think about getting physical if you’re a DTC brand.

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