2012 Marketing Campaign

A lot of designers go all out for Fashion Night Out, and so do their fans! This is a perfect night for Rebecca Minkoff to open a pop up shop. And where better to station it than the ever fabulous Gansevoort Hotel in the Meat Packing district? This area is crazy fun during FNO and its one of the hottest areas to spot celebs and fashionistas alike. This pop-up shop is going to be located in the hotel's trendy rooftop loft. Merchandise will be displaced and drinks will be poured as Minkettes socialize and dance the night away. In order to prepare the guest list for this event, Rebecca Minkoff will post the event on Facebook, Twitter and her Instagram. No need to RSVP, all you'll need to get in is a flyer which you can print from one of the social outlets and some extra cash to spend on some amazing RM pieces!

Pictures of the rooftop loft at the Gansevoort: 

Some of the merchandise that will be featured:

And of course this seasons FNO tee's:

I believe that this marketing campaign will be successful because a lot of designers have pop-up shops and/or parties in their existing stores on FNO. Because Rebecca Minkoff doesn't have her own brick-and-mortar store, having a pop-up shop in one of the trendiest areas in Manhattan, especially during this particular week. The Gansevoort hotel is known as being one of the chicest hotels in the city, so hosting a party/pop-up shop for Rebecca Minkoff is a perfect match. Hosting a pop-up shop in a hotel is also original. Most designers rent out an empty retail space, so having a pop-up shop is not only chic, but it is also an original idea.