AppearHere
TECHNOLOGY

Appear Here taps into ongoing trend for pop-up stores, temporary leases

BY Marianne Wilson

Think of it as an Airbnb for temporary spaces.

Appear Here, a British-based online marketplace for short-term retail space, has launched in the United States, with its initial expansion starting in New York City.

Two leading global real estate firms, Blackstone and Simon Property Group, along with Brookfield, one of the largest firms in New York, have signed up exclusively with Appear Here to list hundreds of spaces in the city’s most popular neighborhoods, such as Chelsea, West Village, SoHo, Nolita in Manhattan, and Williamsburg in Brooklyn.

Currently, over 80,000 brands worldwide use Appear Here to find temporary space in London and Paris.

“More than ever, designers, brands and entrepreneurs are realizing that renting space online is the fastest and most flexible approach to retail,” said Appear Here founder Ross Bailey.

The Appear Here marketplace site matches brands with their own personal concierge while landlords can access real-time data on demand and financial performance. An editorial team populates the site with content and “destination guides” to help brands find the perfect space.

According to Appear Here, the company books space in under three to six days. It noted that 50% of March bookings were done in 48 hours.

"We believe that Appear Here's unique product and community of forward thinking international retailers, new brands, makers and independents will benefit from our highly engaged audiences who seek out and avidly consume interesting experiences,” said Zachary Beloff, director of business development at Simon Property Group.

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TECHNOLOGY

Online giant granted patent to create on-demand clothing

BY Deena M. Amato-McCoy

Amazon’s newest win could expand its foothold in the private-label apparel category.

The online giant won a patent on Tuesday, April 18, for an on-demand apparel manufacturing system. The solution includes a textile printer, textile cutter, and a computing device that will work in concert to design apparel once customers place an order.

The solution generates and provides instructions to a textile assembly production line, including aggregating orders for products, organizing orders according to a productivity factor, arranging item panels into an aggregated textile panel template, and directing these panels to various sewing stations, the patent explained.

“Once various textile products are printed, cut, and assembled according to the orders, they can be processed through a quality check, photographed for placement in an electronic commerce system, shipped to customers, and/or stored in a materials handling facility for order fulfillment,” the patent said. “By aggregating orders from various geographic locations and coordinating apparel assembly processes on a large scale, the embodiments provide new ways to increase efficiency in apparel manufacturing.”

While there are no details on whether Amazon will open an on-demand textile factory, the patent could support the retailer’s ongoing expansion into apparel.

During 2016, Amazon quietly debuted at least eight of its own clothing brands including a women’s label, a kids clothing line, and a men’s buttoned-down shirt brand. In December, the company also posted several online job listings for positions that suggest it could be developing a line of workout apparel.

The patent, which was originally filed in December 2015, also supports a variety of categories beyond apparel, including accessories and footwear, according to the filing.

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TECHNOLOGY

Study: Native ads outpace traditional marketing efforts

BY Deena M. Amato-McCoy

Native advertising is significantly spurring in-store traffic — at a more cost-efficient rate — compared to traditional display advertising.

This was according to research from Placed, Inc., a location analytics provider, and Sharethrough, a native advertising supply side platform. In late 2016, the partners tapped a popular quick service restaurant chain, a nationwide apparel brand and a major global consumer electronics company to compare native advertising's effectiveness in driving traffic to retail stores and the lower cost-per-visit vs. display ads.

Across the three brands, people exposed to native ads were 21% more likely on average to visit a brand's physical retail location than those who weren't. All brands studied beat Placed benchmarks for in-store lift for their respective verticals — at a collective average of 300% above the standard.

The brands drove traffic to their stores through native ads at an effective cost of 41 cents per visit. The major consumer electronics brand drove in-store traffic to stores selling their products at 22 cents a visit, a high cost-efficiency that was 84% lower than Placed's benchmark.

Further, the quick service restaurant chain was able to drive extra sales from people exposed to their native ad campaign equivalent to a 20x return on their native spend, research revealed.

"As we keep drilling down on the 'why' of native at Sharethrough, it's not just about serving less interruptive advertising that audiences actually pay attention to — it's also about showing brands how native moves the needle for their business," said Dan Greenberg, Sharethrough co-founder and CEO. "This new work we're doing with Placed locks in a major new piece of this narrative, proving that there is a direct line between better ads in someone's content feed today, and more people shopping in that brand's store tomorrow."

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