When entrepreneurs have an idea, they need to move forward with a single focus and a real passion to have any chance at success. Starting with a grassroots and/or online sales model allows startups to track customers easily and adjust their marketing language and visuals quickly without investing in a lot of overhead. Many of the most compelling brands started in someone’s kitchen or garage to avoid expensive office and retail space.
The key to shaping and growing the concept and brand is connecting directly with customers. Craft fairs, holiday markets and sport tournaments have proven to be a perfect launching point to capture direct customer feedback and the sales necessary to get brands to the next level in their retail strategy.
With more than 90 premium retail destinations across the country, Federal Realty has become a leader in the pop-up movement by matching the desired demographic at the right locations that are well-suited to the company’s target audience, creating a win for the landlord as well as for the new retailer. Finding burgeoning brands and collaborating with entrepreneurs is core to creating terrific experiences and exciting opportunities for shoppers at our destinations. How does that happen? Voracious reading, trend-watching and dedicated “Shark Tank” viewing helps uncover what’s up and coming.
Mike Kelleher
Cape Cod Startup Grows Organically
Wears Woody, a growing Massachusetts-based brand, is a great example of a concept that has built a fervent fan base organically – driving their funky Wagoneer straight to where their desired clientele spends a lot of its weekends: outdoor sporting events like lacrosse tournaments and rowing regattas.
Their grassroots effort has paid off. Sharing its story face-to-face and capturing immediate customer feedback has perfected the brand’s aesthetic and vibe while proving out that its pop-up approach creates an experience so many admire and don’t soon forget.
After overhearing a conversation in coffee shop, the Federal team connected with the owner and created a partnership for Wears Woody to “pop up” at locations up and down the East Coast over the next year. The company will continue to test their products and gain valuable direct customer feedback, creating a stronger connection with the brand.
By making these pop-up locations affordable, and streamlining the process, the Wears Woody team can continue to focus on developing the brand and new products instead of navigating the complicated world of commercial real estate. Additionally, Federal’s local marketing teams provide support through advice and our social marketing platforms to make sure the pop-ups are successful – for the brand and the property.
In Miami, Federal worked with a wonderful swimwear designer who had never sold her product line in a physical retail store. We had an empty space that was the right size for her, and she was excited to become part of the community. The property marketing team also helped her place signage on the most trafficked portion of the property, and included her in events that only permanent tenants usually participate in. All of these initiatives and more are the benefits of working with a landlord that is committed to your triumph, not just cashing your rent check.
While the goal of a pop-up is to test a concept or extend a brand, the benefits to property owners are just as valuable. Creating excitement for the brand and for the destination is a recipe for mutual success.
Mike Kelleher is vice president of specialty leasing at Federal Realty Investment Trust.
