SAFW Designer Pop Up Shop
Launched in 2010, the SAFW Designer Pop-Up Shop is the only one of its kind in the country, as it’s set in a retail environment. Set in large, high-traffic retail nodes, this platform provides an opportunity for South African designers to test new markets, identify, connect and interact with their target market, the media and above all generate sales.
Personal Connection:The platform allows designers to connect personally with a large number of potential consumers as well as with relevant media and retail buyers.
Sales: The bricks and mortar retail space, in particular, large shopping centres, remains the principal market channel in South Africa where an estimated 95% of all purchases are still done offline. SA Fashion Week allows designers to access this captive market cost-effectively.
Awareness Building: Designers can benefit from the platform’s high visibility to consumers and the media to build awareness for their own brands.
Affordability: The Pop-Up Shop offers a retail space at a discount of eighty percent on the rental rates typically charged by the participating shopping centres.
Market Research:The Pop-Up Shop provides direct access to the market which allows designers, to gain valuable consumer insights cost-effectively with which to improve their offering.