News • 27.09.2019

Mobile shoe closet on the road

Luxury brand Tamara Mellon with first-ever traveling shoe store

A rack of colorful women’s shoes; copyright: Bildagentur...
Source: Bildagentur PantherMedia/NataliGlado

Tamara Mellon, direct-to-consumer luxury brand, is taking their innovative retail concept on the road with the launch of the mobile TM Closet — the first-ever traveling shoe closet.

Kicking off in Boston, the TM Closet will be located in Seaport next to the Glossier Pop-Up from September 12 - September 15.

The concept is inspired by the success of the brand's first brick-and-mortar location at Palisades Village in Los Angeles, which reimagines the luxury retail experience. The TM Closet will replicate the shop's concept displaying each shoe style in every size, creating Instagram-worthy shoe walls which customers interact with to try on and shop product at their leisure.

Starting September 12, the TM Closet will pop-up in 10 cities from Boston to the Bay Area through mid-December. This experiential activation follows the brand's Series C fundraise of $50M, the largest for a female founded fashion brand.

"We are always looking for new ways to make luxury accessible to more women," says Mellon. "Driving cross-country to meet our customer gives us the unique opportunity to connect with her in person. To better understand our woman and her needs, nothing is more valuable than a face-to-face conversation."

The TM Closet is a 24 ft. truck with floor to ceiling glass panels revealing the brand's best selling silhouettes. Customers enter the TM Closet through the back of the truck, which opens up to inside the shop.

Source: Tamara Mellon

related articles:

popular articles:

Thumbnail-Photo: Online fashion retail sales revenue plummets by over 30 percent...
03.04.2020   #online trading #e-commerce

Online fashion retail sales revenue plummets by over 30 percent

New data from Nosto about online shopping in Europe and the US during the COVID-19 pandemic

Online fashion, apparel and accessories retailers in the US and key European countries have seen revenues fall by over 30% year-on-year in March due to the coronavirus epidemic according to a new report. However, traffic did not drop by as much, ...

Thumbnail-Photo: Smart clothing to drive fitness wearable revenue...
10.06.2020   #trend research #fashion

Smart clothing to drive fitness wearable revenue

New report forcasts a rise of 11 billion Dollar by 2025

A new report from Juniper Research forecasts that annual revenue of integrated fitness clothing will rise from approximately $1 billion in 2020 to $11 billion in 2025. This rapid growth, boosted by higher pricing, will see smart clothing become the ...

Thumbnail-Photo: Word-of-mouth marketing: effective strategy
26.06.2020   #customer satisfaction #marketing

Word-of-mouth marketing: effective strategy

Study says arrogance is the secret to sales

A new study from Michigan State University published in Journal of the Academy of Marketing Science shows that leveraging consumer arrogance might be marketers' most effective strategy for promoting their brands and products."Arrogance is ...

Thumbnail-Photo: Virtual pop-up stores
29.06.2020   #virtual reality #pop-up store

Virtual pop-up stores

Here today, change Up tomorrow

They spring up like mushrooms, only to vanish again shortly thereafter – pop-up stores are trendy and now they also increasingly “pop up” online. We spoke with Mohamed Haouache, CEO and Founder of Storefront, about the magical ...

Thumbnail-Photo: Consumer product demand in wake of Covid-19 crisis...
29.04.2020   #coronavirus #food retail

Consumer product demand in wake of Covid-19 crisis

Newly launched IRI CPG demand index

IRI® released the IRI CPG Demand Index™, a proprietary metric measuring weekly changes in consumer purchases, by dollar sales, against the year-ago period across departments, categories and retail formats.“The COVID-19 pandemic has ...

Thumbnail-Photo: Pandemic fuels wine sales at grocery & convenience stores...
18.05.2020   #coronavirus #food retail

Pandemic fuels wine sales at grocery & convenience stores

Latest shopping data shared by Catalina and Koupon

Having closely tracked the impact of COVID-19 on buying behavior in grocery and drug stores since mid-February, shopper intelligence leader Catalina has compared sales data with its partner Koupon, the leading promotion solution provider for small ...

Thumbnail-Photo: Coronavirus: most Americans now using face masks...
15.05.2020   #brick and mortar retail #coronavirus

Coronavirus: most Americans now using face masks

New nationwide survey from Fast

A new nationwide survey from Fast shows that the vast majority of Americans – 88 percent – are now using face masks, but 19% want to personally receive a COVID-19 vaccine before they feel safe shopping in stores again, while another 29 ...

Thumbnail-Photo: Custom-tailored: new in-store safe shopping journey solution...
13.05.2020   #consulting #brick and mortar retail

Custom-tailored: new in-store safe shopping journey solution

Suitsupply reinvents retail experience including virtual pre-shopping

Suitsupply, the global men's tailoring brand built on radically personal customer experiences, launches new retail journey as stores reopen. The upside of being global, and the staggered timelines of the outbreaks around the world, is the ...

Thumbnail-Photo: Video marketing in times of Corona
09.07.2020   #digital marketing #online marketing

Video marketing in times of Corona

The potential of video content for retailers

The spread of the coronavirus has had a particularly severe impact on the stationary retail industry. Many companies are now increasingly focusing on their online presence to cushion declining in-store sales and to virtually stay in touch with their ...

Thumbnail-Photo: LED: optical illusion at the airport
16.04.2020   #digital signage #brick and mortar retail

LED: optical illusion at the airport

‘The Fashion Gallery’ concept in Vienna International Airport Shopping Plaza

BrightSign, LLC® announced  that Lagardère Travel Retail has recently opened its new ‘The Fashion Gallery’ concept, an 800m² shop in Vienna International Airport Shopping Plaza Terminal 2 Departure under customs ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen