{"id":5134,"date":"2017-11-20T09:00:45","date_gmt":"2017-11-20T09:00:45","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=5134"},"modified":"2026-03-12T23:49:09","modified_gmt":"2026-03-12T23:49:09","slug":"experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store\/","title":{"rendered":"How Unspun Used a Pop-Up Store in Hong Kong to Test a New Way of Buying Denim"},"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\/experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store\/#A_Technology-Led_Approach_to_Denim\" title=\"A Technology-Led Approach to Denim\">A Technology-Led Approach to Denim<\/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\/experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store\/#Why_Unspun_Chose_a_Pop-Up_Store\" title=\"Why Unspun Chose a Pop-Up Store\">Why Unspun Chose a Pop-Up Store<\/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\/experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store\/#Designing_an_Intimate_Customer_Experience\" title=\"Designing an Intimate Customer Experience\">Designing an Intimate Customer Experience<\/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\/experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store\/#Finding_the_Right_Pop-Up_Location\" title=\"Finding the Right Pop-Up Location\">Finding the Right Pop-Up Location<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/experience-the-new-way-of-buying-denim-jeans-in-the-unspun-pop-up-store\/#Using_Temporary_Retail_to_Test_Future_Expansion\" title=\"Using Temporary Retail to Test Future Expansion\">Using Temporary Retail to Test Future Expansion<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>\u00a0Finding a pair of jeans that fits perfectly is a challenge familiar to many shoppers. Sizing inconsistencies, different cuts, and limited in-store options often make the process frustrating. The founders of <a href=\"https:\/\/www.unspun.io\/\">Unspun<\/a> saw this as an opportunity to rethink how denim is designed, produced, and purchased.<\/p>\n\n\n\n<p>Founded by Beth Esponnette, Walden Lam, and engineer Kevin Martin, Unspun is a technology-driven fashion brand that combines 3D body scanning with advanced fit algorithms to create custom-fit denim. To introduce this new concept to consumers, the company launched a pop-up store in Hong Kong, using temporary retail as a testing ground for its innovative approach to fashion.<\/p>\n\n\n\n<p>Pop-up stores are frequently used by emerging brands to experiment with new retail formats and customer experiences. Many startups begin by exploring available <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/retail\" class=\"ek-link\"><strong>pop-up shops in Hong Kong<\/strong><\/a> before expanding their retail presence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Technology-Led_Approach_to_Denim\"><\/span>A Technology-Led Approach to Denim<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Unspun\u2019s mission is to transform the traditional apparel supply chain.<\/p>\n\n\n\n<p>Instead of producing large quantities of standard sizes, the brand uses 3D imaging technology and proprietary fit algorithms to create jeans tailored to each individual customer. This approach not only improves fit but also reduces the environmental impact associated with mass production.<\/p>\n\n\n\n<p>The company\u2019s long-term goal is to become a \u201cno-inventory\u201d retailer, producing garments locally and only after they are purchased. By eliminating overproduction and unsold stock, this model aims to significantly reduce waste within the fashion industry.<\/p>\n\n\n\n<p>Introducing this concept to customers requires more than an online store. A physical retail environment allows visitors to experience the technology firsthand and better understand the custom-fit process.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Unspun_Chose_a_Pop-Up_Store\"><\/span>Why Unspun Chose a Pop-Up Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"914\" height=\"607\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/Screen-Shot-2017-11-16-at-3.34.54-PM.png\" alt=\"Unspun have a revolutionary approach to retail. And they used this pop up store to test the market\" class=\"wp-image-5153\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/Screen-Shot-2017-11-16-at-3.34.54-PM.png 914w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/Screen-Shot-2017-11-16-at-3.34.54-PM-300x199.png 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/Screen-Shot-2017-11-16-at-3.34.54-PM-768x510.png 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/Screen-Shot-2017-11-16-at-3.34.54-PM-810x538.png 810w\" sizes=\"(max-width: 914px) 100vw, 914px\" \/><\/figure>\n\n\n\n<p>To test its concept with real customers, Unspun launched a pop-up store in Hong Kong. The temporary retail space allowed the brand to introduce its technology while gathering valuable feedback from shoppers.<\/p>\n\n\n\n<p>The founders approached the store experience with a strong focus on customer interaction.<\/p>\n\n\n\n<p>\u201cEverything we do starts with the customer,\u201d explains co-founder Beth Esponnette. \u201cWhen customers walk in, we spend a lot of one-on-one time with them to understand what they are looking for. Together, we go through choosing different fit options and materials.\u201d<\/p>\n\n\n\n<p>The in-store 3D body scan itself takes only 25 to 30 seconds, but the overall customer experience often lasts more than half an hour as visitors explore different fabrics, cuts, and customization options.<\/p>\n\n\n\n<p>This format highlights how pop-up stores can serve as testing environments for new retail technologies while creating deeper engagement with customers.<\/p>\n\n\n\n<p>Brands interested in experimenting with similar concepts can discover flexible retail opportunities through platforms such as <a href=\"https:\/\/www.thestorefront.com\">Storefront<\/a>, which connects companies with short-term retail spaces around the world.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Designing_an_Intimate_Customer_Experience\"><\/span>Designing an Intimate Customer Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Unlike many pop-up activations located in high-traffic shopping districts, Unspun deliberately chose a quieter street for its Hong Kong pop-up store.<\/p>\n\n\n\n<p>The location at 41 Circular Pathway offered a calm environment where the founders could spend more time with each visitor. This slower pace allowed the team to guide customers through the scanning process and explain the brand\u2019s production model.<\/p>\n\n\n\n<p>Because each interaction involved personalized consultation and technology demonstrations, the space functioned almost like a workshop rather than a traditional retail store.<\/p>\n\n\n\n<p>This type of intimate retail experience is one of the advantages of pop-up formats. Temporary spaces can be designed specifically around a brand\u2019s concept rather than following the conventions of traditional stores.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Finding_the_Right_Pop-Up_Location\"><\/span>Finding the Right Pop-Up Location<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Securing the right location was a key step in launching the pop-up store.<\/p>\n\n\n\n<p>According to Beth Esponnette, using Storefront made the process significantly faster than traditional leasing channels.<\/p>\n\n\n\n<p>\u201cStorefront was an especially useful channel for us to find the right location. While we found other exciting options as well, securing those locations could easily take months. Storefront secured the location in a matter of hours.\u201d<\/p>\n\n\n\n<p>The team also noticed that the space already had a reputation as a pop-up venue, which helped attract returning visitors.<\/p>\n\n\n\n<p>\u201cWe\u2019re benefitting from repeat visits as we see customers coming in that know this location is a pop-up venue.\u201d<\/p>\n\n\n\n<p>For companies considering similar activations, browsing available <a href=\"https:\/\/www.thestorefront.com\/project\/pop-up-store-rental\">pop-up store rental opportunities<\/a> can help identify short-term retail spaces suited to experimental concepts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Using_Temporary_Retail_to_Test_Future_Expansion\"><\/span>Using Temporary Retail to Test Future Expansion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Hong Kong pop-up store was only the first step in Unspun\u2019s retail strategy.<\/p>\n\n\n\n<p>As the company continued developing its technology and production model, it planned additional activations to reach new audiences and refine the customer experience. These included a mobile retail concept known as the Unspun Luxe Truck and another temporary pop-up location in the city.<\/p>\n\n\n\n<p>Pop-up stores allow innovative brands like Unspun to introduce new ideas, gather feedback, and test operational models before scaling up their retail presence.<\/p>\n\n\n\n<p>By combining technology, sustainability, and experiential retail, Unspun\u2019s pop-up store demonstrated how temporary retail spaces can support experimentation and innovation in the fashion industry<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tech-driven fashion brand Unspun launched a pop-up store in Hong Kong to showcase its custom-fit denim technology. Discover how temporary retail helped the brand test its innovative shopping experience.<\/p>\n","protected":false},"author":19,"featured_media":5161,"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":"default","adv-header-id-meta":"","stick-header-meta":"default","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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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"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-hong-kong\/\" rel=\"category tag\">Success Stories Hong Kong<\/a>","qubely_excerpt":"Tech-driven fashion brand Unspun launched a pop-up store in Hong Kong to showcase its custom-fit denim technology. Discover how temporary retail helped the brand test its innovative shopping experience.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5134","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\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=5134"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5134\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/5161"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=5134"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=5134"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=5134"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}