The Importance of 'Moments'

28 Mar 2014

Being in the Moment.

At Appear Here we always talk to our community about the importance of being in the moment. But what exactly do we mean by this?

Being in the moment is about looking at what’s going on in the world around you and reacting to it. Now more than ever, retail is about being in the right place at the right time, and attaching your idea, your product and your brand to something bigger.

Before I launched Appear Here I had a go at launching my own pop up shop. It was the Diamond Jubilee and the country was full of excitement and celebration. I wanted to be part of this moment. So a friend and I got together and created a brand for the Jubilee. Taking over a space on Carnaby St we launched the Rock and Rule pop up shop, selling Lizzy inspired t-shirts, with a rebellious kick.

Jubilee

Rock and Rule

The response took us by surprise. In the space of a weekend we managed to sell all our stock, including many of the photos, furniture and royal memorabilia we’d used to decorate the store. By reacting to a national moment and being in the right place our brand had got caught up in the action!

Ross Bailey

This is why we believe its so important to be part of a moment and tap into what’s going on in the world around you. By being relevant, tapping into the atmosphere and offering something unique to the time, you’ll find your shop stands out and resonates with those passing. You become part of the moment.

Pop up shops, due to their ephemeral nature, are perfect for doing this. They can be mobilised in a matter of days. Their temporality allows you to attach yourself to a specific event, create a memorable and personalised experiences and importantly, move on before the crowd gets bored.

If you’re looking to launch your own store think tactically about when it’s best to do it. If you’re in need of inspiration here are 5 key moments to tap into in the coming months:

1) The London Marathon (April 13th)

2) Easter Weekend (April 18th - 21st)

3) St Georges Day (April 23rd)

4) The May bank holidays (5th & 26th)

5) World Cup, Brazil (June)

Ross Bailey, CEO & Founder Appear Here

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