1. THREE LOCATION CHOICES
Brixton - 3
Covent Garden - 1
Spitalfields - 2
I feel in by placing a pop up store in Brixton it matches TRAID’s current demographic and would entice new customers of the same demographic they have now and introduce something different for them to enjoy as loyal customers. It would also create new opportunities for new customers as areas like Brixton are more up and coming now and are starting to become a more fashion based area for quirky individuals.
I want the pop up store to be something very big and quirky so by putting the pop up store in Covent Garden it would become more of a tourist attraction as Covent Garden is a very tourist populated area and by putting it in such a well known destination it would also draw in a lot of press attention which is vital to get such a big message across. It is also close to major fashion destinations such as Oxford Street so it will be very relevant to passers by.
I think Spitalfields is a good medium between my two options as it has a very good tourist population and has a very fashion based surroundings. It is also in quite a central location with a mixture of tourists and commuters as regular visitors which means there is a good balance of the population to offer a new, regular demographic as well as bringing a tourist attraction to a place which is already a booming tourist destination.

2. THREE LOCATION DEMOGRAPHIC
Brixton
Covent Garden
Spitalfields
AGES: 22-27
INCOME: 20K+
CHARACTERISTICS: Artistic, creative, sustainable, wants to look after the planet
AGES: 26-32
INCOME: 30K+
CHARACTERISTICS: Fashion forward, mid-designer market, likes a glamourous life
AGES: 22-27
INCOME: 20K+
CHARACTERISTICS: Artistic, creative jobs, likes to stand out, mixes prints and patterns

3. I think a brand that does very well in terms of pop up stores is Kate Spade, her pop up stores stand out with bright and quirky interior, as well as being different shapes and platforms which makes the pop up concept hold its own and communicate a message without having to say anything. I also find the use of coloured lighting on store exterior very interesting as it can create a mood for the customer from the outside which makes them curious about the interior.

4. Through my research I have discovered that Louis Vuitton is a brand who do very well in terms of creating a fresh and innovative concept for their pop up store. I like their use of using very bright white that is almost clinical and then mixing that with bold and bright colours that really make a statement. I think it matches with TRAID’s current aesthetic but adds something a bit brighter and more quirky rather than focusing on their current quirky but industrial look which I think could be updated to look like more of a fashion friendly environment and appeal to a new demographic.

5. MANNEQUINS WITH NO FACE
When conducting research I have been interested in mannequins that do not have faces and have something irregular as a replacement for a head. It gives the mannequins a high fashion look but also creates something quirky and different. This would also fit with TRAID’s aesthetic as they like to create very unconventiponal mannequins displays but sometimes I find them a bit too much and I think they aren’t necessarily promoting anything so passers by may not really feel interested in looking into the store as a result.