{"id":24059,"date":"2021-05-12T09:04:00","date_gmt":"2021-05-12T09:04:00","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=24059"},"modified":"2026-03-16T19:54:35","modified_gmt":"2026-03-16T19:54:35","slug":"fashion-pop-up-covid-the-odder-side","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/fashion-pop-up-covid-the-odder-side\/","title":{"rendered":"How The Odder Side Used a Paris Pop-Up to Connect with Its Community"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/fashion-pop-up-covid-the-odder-side\/#From_Online_Community_to_Physical_Retail\" title=\"From Online Community to Physical Retail\">From Online Community to Physical Retail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/fashion-pop-up-covid-the-odder-side\/#Why_Paris_and_Le_Marais\" title=\"Why Paris and Le Marais\">Why Paris and Le Marais<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/fashion-pop-up-covid-the-odder-side\/#Staying_Connected_with_Customers\" title=\"Staying Connected with Customers\">Staying Connected with Customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/fashion-pop-up-covid-the-odder-side\/#Pop-Up_Retail_as_a_Fashion_Strategy\" title=\"Pop-Up Retail as a Fashion Strategy\">Pop-Up Retail as a Fashion Strategy<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>Fashion brand <strong><a href=\"https:\/\/theodderside.com\/\">The Odder Side<\/a><\/strong> built its reputation on minimalist, effortless pieces and a strong connection with its community. Founded in 2014 by best friends Justyna Przygo\u0144ska and Brygida Handzelewicz-Wac\u0142awek, the brand quickly grew from a small capsule collection into an international label with boutiques in Poland, a thriving e-commerce presence, and a loyal global following.<\/p>\n\n\n\n<p>One of the brand\u2019s most meaningful retail experiments has been its <strong>pop-up presence in Paris<\/strong>, allowing The Odder Side to connect directly with customers in one of the world\u2019s most influential fashion capitals.<\/p>\n\n\n\n<p>Brands planning similar activations can explore available <strong><a href=\"https:\/\/www.thestorefront.com\/search\/paris\/retail\">pop-up shops in Paris<\/a><\/strong> or browse <strong><a href=\"https:\/\/www.thestorefront.com\/search\/paris\/3e-75003\/le-marais\/retail\">pop-up spaces in Le Marais<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"From_Online_Community_to_Physical_Retail\"><\/span>From Online Community to Physical Retail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/The-Odder-side-819x1024.jpg\" alt=\"Pop-up paris\" class=\"wp-image-24126\" style=\"width:563px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/The-Odder-side-819x1024.jpg 819w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/The-Odder-side-240x300.jpg 240w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/The-Odder-side-768x960.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/The-Odder-side-810x1013.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/The-Odder-side.jpg 1080w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/figure>\n\n\n\n<p>The Odder Side began with a simple idea: creating timeless pieces designed to be worn every day. After an initial capsule collection featuring signature backless tops and dresses, the brand steadily expanded its collections and audience.<\/p>\n\n\n\n<p>From the beginning, the company balanced <strong>both digital and physical retail channels<\/strong>, building relationships with customers online while also investing in in-person retail experiences.<\/p>\n\n\n\n<p>Pop-up stores became a natural extension of this approach. Temporary retail spaces allow the brand to introduce collections in new cities while giving customers the opportunity to experience fabrics, fits, and styling in person.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Paris_and_Le_Marais\"><\/span>Why Paris and Le Marais<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Paris has long been an important market for The Odder Side. The city\u2019s global fashion influence and international visitors make it an ideal destination for brands looking to build visibility.<\/p>\n\n\n\n<p>The brand chose <strong>Le Marais<\/strong> for its Paris pop-up location\u2014a district known for independent boutiques, concept stores, galleries, and design-focused retailers.<\/p>\n\n\n\n<p>The neighborhood\u2019s mix of local Parisians, tourists, and fashion enthusiasts makes it a natural home for emerging and international brands alike.<\/p>\n\n\n\n<p>By opening a temporary boutique here, The Odder Side was able to introduce its collections to a global audience while reinforcing its presence in one of the most influential fashion districts in the world.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Staying_Connected_with_Customers\"><\/span>Staying Connected with Customers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"571\" height=\"703\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/Screenshot-2020-05-15-at-17.40.01.png\" alt=\"The Odder side, Paris\" class=\"wp-image-24122\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/Screenshot-2020-05-15-at-17.40.01.png 571w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/05\/Screenshot-2020-05-15-at-17.40.01-244x300.png 244w\" sizes=\"(max-width: 571px) 100vw, 571px\" \/><figcaption class=\"wp-element-caption\">As well as several stores across Poland, The Odder Side has a pop-up in Paris<\/figcaption><\/figure>\n\n\n\n<p>During challenging periods for retail, including the disruptions experienced across the industry in recent years, the brand leaned heavily on its <strong>digital community and social platforms<\/strong> to stay connected with customers.<\/p>\n\n\n\n<p>The Odder Side strengthened its online channels, expanded shipping options, and maintained close communication with its audience through social media and customer support.<\/p>\n\n\n\n<p>These efforts reinforced the importance of maintaining strong relationships with customers both online and offline\u2014something that pop-up stores naturally support by offering personal, face-to-face interactions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pop-Up_Retail_as_a_Fashion_Strategy\"><\/span>Pop-Up Retail as a Fashion Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For fashion brands, pop-up stores provide a flexible way to test new markets, introduce collections, and build stronger connections with customers.<\/p>\n\n\n\n<p>Temporary retail environments allow brands to create immersive experiences while maintaining the agility needed in a constantly evolving industry.<\/p>\n\n\n\n<p>Entrepreneurs exploring similar strategies can learn more in this guide on <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/\">how the fashion industry uses pop-up stores<\/a><\/strong> or discover practical advice in this guide on <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-paris-how-to-start-complete-guide\/\">how to start a pop-up shop in Paris<\/a><\/strong>.<\/p>\n\n\n\n<p>For The Odder Side, the Paris pop-up represents more than just a retail experiment\u2014it\u2019s an opportunity to bring its community together in person and share the brand\u2019s vision with customers from around the world.<\/p>\n\n\n\n<p>To follow the brand\u2019s latest collections and updates, visit <strong>Instagram @the_odderside<\/strong>.<\/p>\n\n\n\n<p><em>If you have any questions or would like to contribute an article yourself please complete <a href=\"https:\/\/www.thestorefront.com\/go\/contact-us\/\" class=\"ek-link\">this form<\/a> and someone will be in touch.<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fashion brand The Odder Side launched a pop-up store in Paris\u2019s Le Marais, using temporary retail to connect with customers and strengthen its international presence.<\/p>\n","protected":false},"author":67,"featured_media":24135,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Moore","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-france\/\" rel=\"category tag\">Success Stories France<\/a>","qubely_excerpt":"Fashion brand The Odder Side launched a pop-up store in Paris\u2019s Le Marais, using temporary retail to connect with customers and strengthen its international presence.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/24059","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=24059"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/24059\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/24135"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=24059"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=24059"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=24059"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}