Gen-Z wants to have IRL experiences, and fashion brands are picking up on that. With these exclusive in person experiences, brands are hoping to build community and loyalty. But is it always genuine? Look at these examples and decide if what we see is just aesthetic marketing or if it’s authentic to the companies’ core values.
Lululemon
Lululemon, the popular athleisure brand, has a mega store in Lincoln Park, Chicago where shoppers can pick out workout gear and attend yoga, HIIT classes, access a meditation room and lounge about.
Hermes
For the launch of its fit wear line, Hermes debuted pop up gyms in New York, LA, and Bangkok. These gyms were made to mix fitness and luxury, where you could shop and sign up for classes like “Kickboxing with Bracelets”.
SKIMS
In West Hollywood, to celebrate the launch of its newest brick and mortar, SKIMS hosted a cafe experience at Mel’s Diner for 4 days. There you could enjoy classic dinner food like griddle pancakes with the SKIMS logo dusted in powdered sugar.
Coachtopia (Coach)
Coachtopia, the Coach brand geared towards sustainability and recycled products, hosted a pop up at Selfridges London where you could learn about the processes behind the collection. The pop-up display itself was also made from recycled fabric and is intended to be reused in the future.
H&M
The H&M&LA festival kicked off this past spring. This one time festival and “love letter” to LA that blended fashion and music, included performances from Doechii and Pink Panthress.
Patagonia
Patagonia’s Worn Wear Program, that has been active since the 1970s, allows customers to repair their clothing and equipment, trade in, and buy used products for a more affordable price. They host “Repair Pop Ups” events around the country.
Ralph Lauren
Ralph Lauren has around 30 cafes around the US that are inspired by the vintage and timeless feel that the fashion brand is known for. You can buy merchandise like aprons and china sets.
Thanks for Voting!
Gen Z is increasingly selective about the brands they shop from, as they use fashion to make statements about their values. As fashion brands try to secure our attention, its important to take a step back to determine what is authentic and what might not be.
Comment another example of experiential marketing that you’ve seen recently!
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