VMSD - April 2014 - (Page 40)

Look What's PoPPing UP All Over They can be temporary or long-term, a store, a fixture or even a digital screen. By Steve Kaufman, Editor-at-Large 40 APRIL 2014 | vmsd.com Gilt.com, the fast fashion e-tailer, has been tinkering with physical retailing for a while. Its Gilt City Warehouses have been going into vacant urban storefronts in major cities, like New York and San Francisco, and running two-day warehouse sales of excess merchandise that hasn't been snapped up in its online "flash sales." While the primary objective is to clear its warehouses of merchandise, this pop-up strategy is also a way to collaborate with its brand vendors, promoting their presence while also producing additional revenue for the company. Win-win. But Gilt recently tried for a win-win-win with a longer-term pop-up presence near its major fulfillment center in Shepherdsville, Ky. Last year, it took over an empty former Borders bookstore in a nearby Louisville shopping center for a full month. "We had never done a physical retail venture http://www.Gilt.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - April 2014

VMSD - April 2014
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
VMSD Designer dozen 2014
In the Black (and White)
Singapore Sling
Look What’s Popping Up All Over
Showroom
Ad Index
Checking Out

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