BaubleBar will pop up in New York’s SoHo neighborhood in a 4,000-square-foot space at 131 Greene Street for two months beginning Thursday.
The SoHo site is the second pop-up store this year in Manhattan for the accessories e-tailer cofounded by Amy Jain and Daniella Yacobovsky in 2011, and will serve as the launching pad for national pop-ups. Open through Aug. 13, the BaubleBar shop will feature the same items available on its site. Store hours are Monday through Saturday from 10 a.m. to 8 p.m. and Sundays between 11 a.m. and 7 p.m.
According to Jain, the company sold two-and-a-half weeks’ worth of inventory within the first day-and-a-half of being open for the month-long pop-up store in February in the Meatpacking District. Unlike the earlier one that was marketed to friends and family of its existing customer base to test the concept, the new pop-up is marketed to everyone.
“Based on data from our Meatpacking pop-up, we found that women touch and feel the product and once they do, they immediately understand the product. That’s our number-one hurdle online. The pop-up is designed to encourage a trial of our brand [offerings],” Jain said.
In the February test, 75 percent of walk-ins continued to engage with the company via e-mails, and 45 percent made a subsequent purchase online. Purchases at the store were 33 percent higher than online, with the average purchase online at around $50.
The one hurdle to pop-ups for the e-tailer is figuring out the inventory levels required. Jain called the process a “steep learning curve,” and said the sourcing side is a big challenge. That’s a logistical matter that the cofounders will have two months of data to learn from in which to push ahead with more pop-ups down the road. The goal is to target the local markets with inventory geared toward that customer base from data gleaned from its online shoppers in the particular geographic region.
The company does have a retail store, The Bar, off of its New York offices. A month ago, it made that an appointment-only site, and rents out the space at night for corporate events.
The pop-up this summer will incorporate a partnership with Olapic that facilitates user-generated content on the BaubleBar site, such as photos from store shoppers trying on the accessories, enabling online users to get styling ideas.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast