Friday, November 4, 2011

Guerilla Store

A photo that colleague David Chong took of me and a promoter outside of Sunway University’s gate yesterday afternoon – she was championing the Corgi Guerilla Store – there’s a Fall 2011 fashion event planned for today – at Publika @ Solaris Dutamas, KL. Corgi, as you know, is a female fashion brand. And a guerrilla store is an emerging trend popping up in major cities around the world – it is basically, a pop-up store where fashion brands and others occupy an unconventional space to create a temporary retail concept (i.e. thematic decor, fashion show, live performances).

The concept is simple. If new products can come and go, why can't the stores that display them do the same?
Well, increasingly, retail outlets have jumped on the bandwagon. From gallery-like shopping spaces with one-off exhibitions to mobile units bringing innercity-chic to rural areas – since 2004 – TRENDWATCHING.COM has noticed a marked increase in temporary retail manifestations around the world – which they dubbed Pop-up Retail, as these initiatives have a tendency to pop up unannounced, quickly draw in the crowds, and then disappear or morph into something else, adding to retail the fresh feel, exclusivity and surprise that galleries, theaters and Cirque du Soleil-adepts have been using for years.

From individual designers teaming up, to real estate agents making better use of vacant properties, to big brands looking to add a bit of 'cool' and agility to their otherwise fixed locations and massive flagship stores, Pop-up Retail could be the answer to marketers looking for unmatched opportunities for targeting and customization. And while we’re at it, it could also cater to the online pure-plays dying to get a bit of offline visibility.

A double from Anthony Stokes helped Celtic win 3-1 against Rennes to allow them to stay in contention for Europa League progression. But it was Kader Mangane who headed the French side in front in the second minute. Stokes managed to equalize with a poacher's goal on the half-hour and the striker fired Celtic ahead when Georgios Samaras h
eaded on to Stokes, who got in behind the French defence to drill a low shot into the corner of the net (43). Then Gary Hooper came off the bench to seal Celtic's victory, finishing well at the end of a one-two with Samaras (82).

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