A pair of holiday pop-up shops, located in New York City’s SoHo neighborhood and Santa Monica, Calif., are linking experiential retail to fashion using innovative technologies. The CALVIN KLEIN X Amazon Fashion shops, open until Dec. 31, 2017, offer:
• Fitting rooms containing Amazon Echo devices, allowing shoppers to ask Alexa questions about the Calvin Klein products and experience, control lighting features, and play their choice of music;
• Content creation stations that encourage shoppers to create unique, shareable media clips;
• Lounge areas allowing video calling to connect the bi-coastal shops via Amazon Echo Show; and
• Customization stations where shoppers can personalize Calvin Klein underwear purchases with embroidery.
This initial collaboration between Calvin Klein and Amazon also features a brand store on Amazon.com/mycalvins. The online and pop-up stores offer exclusive styles available only to Amazon customers. In-store shoppers can use the Amazon app to make purchases by scanning product barcodes.
Retailers frequently use the holidays as a time to test new retail concepts with pop-up stores. Hermès recently operated a pop-up “laundromat” at the Westfield Century City mall in Los Angeles. Westfield has taken the pop-up concept to the next level by launching a permanent 1,200-square-foot space devoted exclusively to pop-up shops; C Magazine will be the next tenant, with a store curated by its editors, open from Nov. 27 through Jan. 2, 2018.