Partner Article

Retailer Marcella Custom tests London market ahead of expansion

Pop Up Creative Global, a division of promotional marketing agency StaffWarehouse, is working with clothing retailer Marcella Custom to test the market ahead of a planned expansion into London.

Since launching in 2010, Marcella has sold over 100,000 custom made shirts worldwide. Alongside its established ecommerce site, the company now operates shops in Singapore and New York. With a large customer base in the UK, Marcella is currently assessing its options for a London store opening and is using pop up shops to trial different locations across the capital.

Pop Up Creative Global has worked with Marcella to design and create a pop up shop located above the station at St Pauls. It will be open to customers from 14 July to 4 August. A team of experienced and trained store managers and assistants will be on site to guide customers through the simple ordering process, and will also be gathering feedback throughout the trial for use in brand development.

“We’re delighted to be working with Marcella, to help capture customer reactions and raise awareness for their unique offering” said Marvin Foster, managing director of StaffWarehouse.

“Marcella Custom gives customers the opportunity to receive a quality, made to measure shirt at an accordable cost. We are fortunate to be working with such an innovative brand that is focused on customer service and wants to make a difference to how people feel and look.”

Visitors to the Marcella pop up shop will be able to have their measurements taken before choosing a fabric and other detailing and placing an order. Prices for the custom made shirts start at just £34 and once ordered will be ready within 2-3 weeks. Once a customer’s details are registered with Marcella they will be able to place future orders online, safe in the knowledge their exact measurements and preferences have been recorded.

For StaffWarehouse this is the latest in a line of consumer facing campaigns the team has been asked to manage. This has included the creation of a pop up shop for Fruit of the Loom, which was used to trial its new premium clothing brand ahead of a planned rollout in 2015.

Marvin added: “Pop up shops continue to grow in popularity among consumer brands in all sectors, as teams recognise the significant and unique benefits they can bring for testing the market. You’re likely to find them on most high streets now and they’re a great way to trial a product or service, to gather valuable information on what works and what may need tweaking ahead of a general launch.”

This was posted in Bdaily's Members' News section by StaffWarehouse .