Limited Too, the once discontinued and then resurrected iconic children’s brand that brought sparkle to ’90s fashion, embraced the pop-up retail trend with a back-to-school mobile pop-up shop in New York City, Aug. 6-10, marking the Bluestar Alliance brand’s official return to the “physical” shopping landscape after its digital-commerce relaunch in 2015. The 527-square-foot shop embraced the look of the once-popular mall destination with glitter and bright messaging.
“We wanted to create a nostalgic experience to show consumers that the Limited Too brand is still very much relevant and producing great product,” says Mo Hedaya, marketing director at Bluestar Alliance. “We’re targeting girls and engaging consumers who are ‘buy now, wear now,’ as well as individuals who grew up with the brand.”
Open noon to 7 p.m., the mobile pop-up shop activated in Manhattan, first at Third Avenue between 59th and 60th streets, moving to Herald Square, Union Square and then ending its mini city tour in the Flatiron District. The pop-up shop was stocked with apparel, accessories (like backpacks), shoes and collectibles (like notebooks and key chains), which consumers could purchase on the spot via the Square mobile credit card payment system. On top of shopping, the Limited Too pop-up offered on-site giveaways and calls to action for consumers to connect with the brand through its website and on social media @LimitedToo with hashtag #LTD2BestInClass.
“People have been asking whether we’d ever entertain retail and for us, having a mobile pop-up truck that was back-to-school in Manhattan was a great opportunity to engage with a massive customer base from all different walks of life and economic backgrounds, so it was an experimental run for us and we may explore other key markets in the future,” Hedaya says. Agency: Factory 360, New York City.
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