Maison Margiela Fragrances is heading to the West Coast for the holiday season.
On Nov. 4, the brand will open a pop-up at Westfield Century City that will run through Dec. 31. It will showcase all 10 fragrances in Margiela Fragrances’ Replica collection, and is slated to be the brand’s “number-one door in brick-and-mortar,” according to Alexandre Choueiri, president of L’Oréal’s international designer collections in the U.S.
“Since 2017, we’ve been implementing the pop-up strategy on several brands and every time the success has been driven by a combination of awareness, earned media value, the presence of the store,” said Choueiri. “A lot of them have overdelivered in sales, which has surprised us. We thought it would take some time to get them up and running and some of them have really surprised us in terms of sales.”
According to Choueiri, YSL Beauté more than tripled the volume it was selling at Nordstrom when doing a pop-up in several locations in California and Florida from March to July. This translated to “very high double-digit growth” during the three months after the pop-up ended.
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The Maison Margiela Fragrances pop-up will feature customization services, including one that will let customers print personal photos or Instagram posts onto cotton pouches that will hold the fragrances of their choice. Label customization will also be available, as will on-site gift-wrapping.
As for the location, Los Angeles is “a very big market” for Maison Margiela Fragrances, according to Choueiri. Digital remains its largest.
The pop-up model has become increasingly popular in recent years. L’Oréal has seen success with this model, especially with YSL Beauté, which brought its two-day Beauty Hotel pop-up to New York for fall fashion week.
“The [pop-ups] that work the best are the ones that have a very specific point of view, an experience that is new and different,” said Choueiri. “The ones that get lost in the crowd are pop-ups where we expect the consumers to go and stand in a line while they will have the same services and products they might have in a department store nearby.”
He has also seen an increased interest from retailers to partner with individual brands on pop-ups.
“[Retailers are] seeing that consumers are absolutely after fun things to do in stores, entertainment, events rather than just coming and shopping,” he said. “While everybody thinks department stores are in trouble, maybe department stores are going to embrace that and change the shopping experience from something like a house of brands to a house of experiences.”
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