FashionA review of the most outstanding pop-ups of this...

A review of the most outstanding pop-ups of this 2022


This 2022, national and international firms have opted for pop-up stores, establishments where they can promote their products for a certain time that are also characterized by their exclusive nature, strategic location and great potential when it comes to analyzing a certain market.

The success of these assets has its origin in the rise of interest in making the relationship between brands and customers an experience, something that has become the main challenge for any brand, taking into account many other factors, such as the increase in online shopping, which is forcing brands to reinvent themselves.

From FashionUnited we have made a selection that includes both the national pop-ups that have swept inside and outside our borders, as well as those of national firms that have conquered abroad.

Shein in Madrid and Barcelona…and Barcelona and Madrid

If we had to name a winner as far as the development of this strategy is concerned, the award would undoubtedly go to Shein, the Chinese digital pure player specialized in ultra-fast fashion that this 2022 launched to conquer the streets of the main capitals of the world .

In Spain, it jumped into physical retail for the first time in June with an establishment that caused tremendous expectation and managed to break records with long lines of hundreds of meters.

At the end of that month, he would land in Barcelona where he would not leave his customers with a good taste in their mouths because the products in the store could not be bought on site, but rather ordered through his website, which encouraged them to return with more strength to celebrate Black Friday in Barcelona.

Bimba and Lola in Shanghai

In September, the Spanish international holding Bimba y Lola Studio opened a pop-up in Shanghai, the financial capital of China, within the framework of its collaboration agreement with ImagineX, a Chinese distribution company specializing in brand administration and management and a subsidiary of the Group Chinese focused on the luxury sector The Lane Crawford Joyce Group.

With it, they inaugurated their physical expansion throughout different regions throughout China, with the aim of adding, in the next 5 years, up to about 30 points of sale distributed throughout 15 large Chinese cities, including its capital, Beijing and other important urban centers such as the cities of Shenzhen, Chengdu or Chongqing, as well as Shanghai.

Mango Teen in Madrid

In full commitment to its line for teenagers, the Spanish fashion multinational Mango, one of the main European groups in the sector on a global scale, surprised with the opening of a pop-up store in the Madrid district of Salamanca, which shortly after would become in an even firmer and more confident position in this youth fashion sector of its business model, with more pop-ups and a growth and diversification strategy that anticipated some 50 openings by 2022.

Flowers on the Mountain in Paris

Advancing in its international offensive, the Spanish fashion firm Loreak Mendian, which conquered Spanish teenagers in the 2000s with its daisy t-shirts and which has not stopped reinventing itself in recent years, landed in Paris with a pop-up store, fruit of its collaboration with the French department store chain Printemps.

The Homme building of its flagship store in Paris served as the backdrop for this proposal inspired by the maritime motifs of the iconic Club Náutico de San Sebastián and its emblematic building.

Gianni Chiarini lands in Madrid

For its part, the Italian firm Gianni Chiarini made its entry into the Spanish market effective in November by opening a pop-up at the El Corte Inglés de Castellana shopping center in Madrid.

During this Christmas period, those interested will be able to get to know in this space, still active, the latest Marcella Club collection for the Autumn/Winter 2022 season, personalize their purchases and other novelties with which they have tried to approach the Spanish market.

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