Mai­son Margiela Fra­grances to Have L.A. Hol­i­day Pop-up

WWD Digital Daily - - News - BY ALEXA TIETJEN

The pop-up is slated to be the brand’s “num­ber-one door in brick-and-mor­tar,” ac­cord­ing to L’Oréal exec Alexan­dre Choueiri.

Mai­son Margiela Fra­grances is head­ing to the West Coast for the hol­i­day sea­son.

On Nov. 4, the brand will open a pop-up at West­field Cen­tury City that will run through Dec. 31. It will show­case all 10 fra­grances in Margiela Fra­grances’ Replica col­lec­tion, and is slated to be the brand’s “num­ber-one door in brick-and­mor­tar,” ac­cord­ing to Alexan­dre Choueiri, pres­i­dent of L’Oréal’s in­ter­na­tional de­signer col­lec­tions in the U.S.

“Since 2017, we’ve been im­ple­ment­ing the pop-up strat­egy on sev­eral brands and ev­ery time the suc­cess has been driven by a com­bi­na­tion of aware­ness, earned me­dia value, the pres­ence of the store,” said Choueiri. “A lot of them have overde­liv­ered in sales, which has sur­prised us. We thought it would take some time to get them up and run­ning and some of them have re­ally sur­prised us in terms of sales.”

Ac­cord­ing to Choueiri, YSL Beauté more than tripled the vol­ume it was sell­ing at Nord­strom when do­ing a pop-up in sev­eral lo­ca­tions in Cal­i­for­nia and Florida from March to July. This trans­lated to “very high dou­ble-digit growth” dur­ing the three months af­ter the pop-up ended.

The Mai­son Margiela Fra­grances pop-up will fea­ture cus­tomiza­tion ser­vices, in­clud­ing one that will let cus­tomers print per­sonal pho­tos or In­sta­gram posts onto cot­ton pouches that will hold the fra­grances of their choice. La­bel cus­tomiza­tion will also be avail­able, as will on-site gift-wrap­ping.

As for the lo­ca­tion, Los An­ge­les is “a very big mar­ket” for Mai­son Margiela Fra­grances, ac­cord­ing to Choueiri. Dig­i­tal re­mains its largest.

The pop-up model has be­come in­creas­ingly pop­u­lar in re­cent years. L’Oréal has seen suc­cess with this model, es­pe­cially with YSL Beauté, which brought its two-day Beauty Ho­tel pop-up to New York for fall fash­ion week.

“The [pop-ups] that work the best are the ones that have a very spe­cific point of view, an ex­pe­ri­ence that is new and dif­fer­ent,” said Choueiri. “The ones that get lost in the crowd are pop-ups where we ex­pect the con­sumers to go and stand in a line while they will have the same ser­vices and prod­ucts they might have in a de­part­ment store nearby.”

He has also seen an in­creased in­ter­est from re­tail­ers to part­ner with in­di­vid­ual brands on pop-ups.

“[Re­tail­ers are] see­ing that con­sumers are ab­so­lutely af­ter fun things to do in stores, en­ter­tain­ment, events rather than just com­ing and shop­ping,” he said. “While every­body thinks de­part­ment stores are in trou­ble, maybe de­part­ment stores are go­ing to em­brace that and change the shop­ping ex­pe­ri­ence from some­thing like a house of brands to a house of ex­pe­ri­ences.”

A look at Mai­son Margiela Fra­grance’s Los An­ge­les pop-up in Cen­tury City.

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