LIM Introduces Course on Pop-up Shops
October 25, 2017
This semester, LIM College introduced an innovative new Graduate Studies course focusing on “pop-up shops.” For six weeks, participating students go behind the scenes of New York City’s retail scene to discover what it takes to create a successful pop-up shop. Students also learn firsthand how these temporary, yet highly influential storefronts make a lasting impression on their customers.
In recent years, a growing number of brands have launched pop-ups. True to their name, the shops “pop up” in strategic locations, creating an innovative experience and allowing consumers to test and purchase new products.
“(The goal of the course is) to give students an experiential introduction to an alternative and increasingly popular medium of retail,” says Susan Baxter, Dean of Graduate Studies. “The course allows students to not only hear about the concept, but to visit and experience the concept across different product lines, hearing from various industry professionals along the way.”
The six-week course is taught by Beverly House, a former Executive Vice President of Merchandise Design and Product Development for Spanx who has also held executive positions at Aeropostale, Abercrombie & Fitch, Victoria’s Secret and Eddie Bauer. She hopes that the class will help students understand what resonates with the targeted demographic of each brand. Among the pop-ups the students have visited are Kate Spade, Magnum Chocolate, Pure Leaf and St. Ives.
Says Julie Kotler, an MPS student enrolled in the course, “It’s teaching me real-life material. We are physically going to the pop-up shops and learning their marketing techniques. I am a visual learner, so this is really helping me connect the material I am learning in my classes to real-life situations.”