Lessons Learned From Johnnie-O's NYC Pop-Up Shop
Johnnie-O, the west coast prep apparel brand has popped up again in New York City. On the corner of Lexington and 47th, their giving New Yorkers a dose of their comfortable, laid back California-based brand. Grounded in menswear with a mirrored spin-off into boys and women's, the brand has morphed into a lifestyle player since their start in 2005.
From solid product offerings, good merchandising and a well-versed sales staff, it was clear that their model is one to follow for pop-up success. Here's what we learned when we walked the store:
Promote Your Signature Product
We learned that Johnnie-O started with the 4-button polo shirt which is still one of their staples. They describe it as "not too preppy" and offer it in a range of colors, stripes, and in performance materials which makes their core item available in several options and easy for men to pick up a few.
Know Your Brand's Point-of-Difference
Since just about every apparel label offers some sort of polo shirt option, their West Coast vibe positioning carves out a niche that customers can understand and they can talk about with confidence.
Hire Sales Associates that Know the Collection
There are people that are there to sell and then there are people that sell because they believe in the brand. When you have the latter, all the goodness of the brand comes out. Selling features and benefits become easy and are integrated seamlessly into the conversation such as materials, when and where to wear items and how to style them.
Good sales associates also know the best benefits to share. Case in point: the Johnnie-O's signature Tweener. We learned that it's their strategically placed button that lies between the second and third button to provide the right amount of coverage when he wants it. Exclusive to Johnnie-O, the Tweener is not only an intriguing selling point by just the name alone, but solves a problem for men.
Merchandise Lifestyle and Sell the Dream
Bright and colorful, the pop-up had a west coast vibe. With a surfboard, golf gear, photos of the beach and a window display that made you want to head straight into the outdoors, you couldn't help get into the mood.
Make Product Easy to Access, Touch and Feel
Product was front and center showcasing the variety of styles and color options offered. Customers could easily mix and match items and shop at their own pace.
Know that a Mascot Helps
Their mascot made its mark on the pop-up floor, relaxed and comfortable as the brand, he's a conversation starter and helps make the brand even more accessible.
Learn more about Johnnie-O and visit them at their pop-up shop at 501 Lexington Ave. (between 47th and 48th) until June 28.
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