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How Little Designer Club is Re-Defining Experiential Shopping
The online-only children’s brand is brightening up the school holidays with the launch of its latest pop-up campaign. Speaking to the brand’s co-founder, Power Retail learns how experiential commerce has helped the business develop new initiatives and drive brand awareness.
The Mon Purse of children’s handbags and accessories, Little Designer Club has announced the launch of its latest school holiday pop-up in collaboration with Myer.
Within months of founding the innovative business, co-founders and best friends, Lauren Jauncey and Jacquie Sharples had already landed a deal with Myer, allowing the brand to host pop-up experiences for its little shoppers and their parents inside the premier department store.
After 12-months of operating these pop-ups, Sharples tells Power Retail about the brand’s latest pop-up locations at Myer Southland and Myer Highpoint and how Little Designer Club plans to inspire the next generation of fashion-forward consumers.
“When we first started Little Designer Club online, we identified pop-ups as something we would love to do to bring the online concept to life. We were lucky enough to partner with Myer after only our first few months of operation, which has helped us bring our digital brand a little closer to our consumer’s hearts,” Sharples says.
“We have run the pop-ups for the last 12 months, in each school holiday period ( four pop up campaigns). Within the campaigns/school holidays, we have popped up in three states (Victoria, Tasmania and New South Wales), in eight Myer stores and in independent boutique stores.”
During the pop-ups, children are given the opportunity to design and build their very own accessories. At the upcoming experiential location, for instance, little shoppers will be able to design and build both handbags and necklaces, choosing from different colours and swing tags. Once the kids have designed their accessories, they will be able to act like real-life celebrities, posing in front of a custom media wall with a selection of fun props.
“We expect to get good interest and engagement from kids and parents looking for fun and creative school holiday activities,” she says.
According to Sharples, establishing a physical presence has improved the brand’s marketing, sales and overall brand image, while also complementing its core online channel.
“They are really beneficial in terms of marketing, customer engagement, customer feedback and sales.
“The pop-ups have been complementary to our online presence, and have quickly become our main form of marketing. They’re also a lot of fun for everyone involved. Getting to interact with our customers and see their reaction to the products is such an amazing opportunity for an online business,” she explains.
Off the back of the company’s success experimenting with experiential pop-ups, Little Designer Club has been able to expand its service offerings, after discovering its consumers were keen to interact with the brand outside of its main digital offerings.
“It also led to us creating a new service – Little Designer Club Birthday Parties, as customers kept asking if we could host parties while we were in-store. This customer feedback and demand has allowed us to take our business in directions we hadn’t thought possible before,” she exclaims.
Little Designer Club’s latest round of holiday pop-ups will be held at Myer Southland from Monday, April 8 until Thursday, April 11 and at Myer Highpoint from Monday, April 15 until Thursday, April 18. Both locations will open daily from 9.30 am to 2.30 pm.
Due to demand, the brand recommends consumers book their spot for the next round of pop-up locations online, with each booking coming with a free gift on the day.