Looking At Pop Ups Through New Lenses
Anyone who has read my blog knows that I’m a strong partisan for pop-ups. Okay, I’m not just a supporter…I’m obsessed with them.
Specifically, I’m so intrigued by the planning process. How brands and retailers go about creating the foundation for their pop-up plan, then finding the right place, technology and of course, people.
While I’m infatuated by all things pop-up, I especially love reporting on brands that are doing especially fun and innovative things with their shops.
For example, Rivet & Sway, is an online eyewear boutique that is competing with the likes of Warby Parker, Glasses.com and Flutter Eyewear, among others. Although Rivet & Sway has an advantage in that the company caters exclusively to women, it is paramount that the eTailer stands out in other ways.
Hence the story behind “Specs on Wheels,” a new pop-up concept engineered to fit all products on a tricycle. Rivet & Sway is targeting salons in the Seattle area to do a soft launch of Specs on Wheels.
The goal, according to Sarah Bryar, CEO of Rivet & Sway, is to “change how customers think of glasses. If someone finds the perfect frames, they can complete a look and in turn, make them feel great about the glasses they’re wearing.”
Although Rivet & Sway offers a series of digital services to add ease to the browsing and buying process, “we learned several women wanted to try on their glasses at home,” Bryar told me during an interview. “We knew we needed to get offline, and could either go to retail stores or boutiques that may carry glasses.”
Rather than sticking with the traditional approach, Rivet & Sway went outside the four walls of the store, and went to local salons. “What intrigued us was that we would be in a place where women were already thinking about their looks and receiving feedback from stylists,” Bryar noted. “We crafted Specs On Wheels to get in front of those consumers as they’re looking at the shoulders and up, and are thinking of ways to complete their looks. This makes eyeglasses become a part of the fashion experience.”
Caruh Salon Spa in North Seattle was one of the first salons to implement Rivet & Sway’s Salon Retail Program, hosting Specs on Wheels during normal business hours through the end of November. A professional stylist is on hand Wednesday through Saturday to provide women with free personal fitting consultations. Customers also can custom-make their spectacles and order them via a built-in iPad kiosk.
Rivet & Sway also is working with the hairstylists to ensure they’re trained to educate consumers about eyeglasses, Bryar noted. That way, “they know how to complete a specific look with a pair of glasses.”
I don’t know about you guys, but I’m thinking about taking a trip to the Seattle area now….
What do you think of this new pop-up concept? Should more brands be experimenting with thinking outside the box? (Pun intended.)
Share your thoughts in the comment section below or connect with me on Twitter!
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