{"id":5777,"date":"2018-02-12T17:28:57","date_gmt":"2018-02-12T17:28:57","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=5777"},"modified":"2026-07-17T10:29:13","modified_gmt":"2026-07-17T10:29:13","slug":"choose-best-collaboration-next-pop-shop","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/choose-best-collaboration-next-pop-shop\/","title":{"rendered":"How to Choose The Best Collaboration For Your Next Pop-Up Shop"},"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-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/choose-best-collaboration-next-pop-shop\/#Set_a_Goal\" title=\"Set a Goal\">Set a Goal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/choose-best-collaboration-next-pop-shop\/#Know_Your_Audiences\" title=\"Know Your Audiences\">Know Your Audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/choose-best-collaboration-next-pop-shop\/#Find_Added_Value\" title=\"Find Added Value\">Find Added Value<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/choose-best-collaboration-next-pop-shop\/#Ready_to_launch_your_pop-up\" title=\"Ready to launch your pop-up?\">Ready to launch your pop-up?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/choose-best-collaboration-next-pop-shop\/#Nicholas_Roberts-Moore\" title=\"Nicholas Roberts-Moore\">Nicholas Roberts-Moore<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>Collaborating with other brands can be a great way to achieve pop-up shop success. It can help you reach new audiences and pull off campaigns that may not have been possible on your own.\n\nThere\u2019s no arguing that brand collaborations can help retailers grow, but how do you choose the right partner? It comes down to setting goals, identifying audiences, and finding partners that bring added value.\n<h3><span class=\"ez-toc-section\" id=\"Set_a_Goal\"><\/span>Set a Goal<span class=\"ez-toc-section-end\"><\/span><\/h3>\nThere are many benefits to brand collaborations, but those perks can be difficult to obtain if you don\u2019t set out with a goal in mind. Identifying what you hope to accomplish can help you work together more cohesively.\n\nHere are some examples to get your gears turning:\n<ul>\n \t<li><strong>Grow your email list:<\/strong> Make sure that both you and your partner are prepared to collect emails from customers, whether it\u2019s with your point-of-sale (POS) system, customer registration to attend your pop-up, or a tablet set up at your pop-up with the intent to collect email addresses. Post-collab, you both should be prepared to share the emails you have collected with one another.<\/li>\n \t<li><strong>Launch a new product:<\/strong> Are you hoping to find a partner to create an exclusive product with, or are you hoping to build buzz around a product you\u2019ve created on your own? Either way, your goal of introducing your new product to the world must somehow complement your partner\u2019s goals.<\/li>\n \t<li><strong>Strengthen your brand image:<\/strong> If your partnership is more of a PR move, you might want to consider a partner in the nonprofit sector, or one that&#8217;s already making a big splash.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Know_Your_Audiences\"><\/span>Know Your Audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\nOne of the appeals of collaborating with another brand is exposure to a new audience. But when embarking on a partnership, you want to make sure your brand is exposed to the right audience.\n\nWhen the brands Parachute and Cuyana teamed up for an NYC pop-up, they knew their values and therefore target audiences aligned. &#8220;We both admire each other&#8217;s brands,&#8221; explained Parachute founder Ariel Kaye to <a href=\"https:\/\/www.architecturaldigest.com\/story\/best-holiday-pop-up-shops-new-york-miami-los-angeles-dallas\" target=\"_blank\" rel=\"noopener\">Architectural Digest<\/a>, &#8220;both of our core tenets are about quality and bringing the best possible things to the consumer.\n\nIf you haven\u2019t already, identify your own target audience. You may have several personas you\u2019re targeting, but with a brand partnership, it\u2019s a good idea to narrow it down. That way, you can pick a partnership that will pack a punch. Find partners that your audience will enjoy and consider which brands they already love.\n\nOnce you know your audience, identify that of your potential partners \u2014 not only who comprises their audience, but also how big that audience is.\n\n<a href=\"https:\/\/www.instagram.com\/p\/BcSuAOwFtcc\/?hl=en&#038;taken-by=arielkaye\">https:\/\/www.instagram.com\/p\/BcSuAOwFtcc\/?hl=en&amp;taken-by=arielkaye<\/a>\n\n&nbsp;\n<h3><span class=\"ez-toc-section\" id=\"Find_Added_Value\"><\/span>Find Added Value<span class=\"ez-toc-section-end\"><\/span><\/h3>\nSome of the best partnerships are the ones where each brand brings something different to the table.\n\nWhat does your collaborator have or do that you don\u2019t? Maybe it\u2019s access to manufacturing, new sales channels or bigger budgets. This can also be a great way to test new ideas and leverage your partner\u2019s relationships and industry status to gain access to new resources.\n\n<em><strong>Pro tip:<\/strong><\/em> Be prepared to offer added value to your partner, too. The most successful collaborations are win-win.\n\nJapanese label fragment design partnered with Louis Vuitton for a series of pop-ups last year to launch a collection inspired by Japan&#8217;s infatuation with Americana. Launching in four cities, the collaboration indulged new creative avenues for both brands and created a ton of <a href=\"https:\/\/www.highsnobiety.com\/2017\/05\/02\/hiroshi-fujiwara-fragment-louis-vuitton-interview\/\" target=\"_blank\" rel=\"noopener\">buzz<\/a>.\n\n<a href=\"https:\/\/www.instagram.com\/p\/BUHHS1ogG9d\/?hl=en&#038;tagged=fragmentdesignlv\">https:\/\/www.instagram.com\/p\/BUHHS1ogG9d\/?hl=en&amp;tagged=fragmentdesignlv<\/a>\n\n&nbsp;\n\n<a href=\"https:\/\/www.thestorefront.com\/mag\/mm-lafleur-discusses-the-key-to-its-pop-up-success\/\" target=\"_blank\" rel=\"noopener\"><em><strong>Read more pop-up shop success stories here&gt;&gt;<\/strong><\/em><\/a>\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Ready_to_launch_your_pop-up\"><\/span>Ready to launch your pop-up?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Find and book your short-term retail space with Storefront.<\/p>\n<a href=\"\/\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">Find a space<\/a>\n<\/div>\n\n\n\n<div class=\"s2p-author\" style=\"display:flex;gap:16px;align-items:flex-start;border-top:1px solid #DDDDDD;margin:36px 0 0;padding:22px 0 0;font-family:inherit\"><img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/81a334e8fd6a5f1a536f76a4b7ac02be?s=96&#038;d=mm&#038;r=g\" alt=\"Nicholas Roberts-Moore\" width=\"64\" height=\"64\" style=\"width:64px;height:64px;border-radius:50%;flex:0 0 64px\"\/><div><p style=\"margin:0 0 4px;font-size:11px;letter-spacing:.12em;text-transform:uppercase;font-weight:700;color:#4A494B\">Written by<\/p><h4 style=\"margin:0 0 6px;font-size:17px;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Nicholas_Roberts-Moore\"><\/span><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/\" rel=\"author\" style=\"color:#1A1A1A;text-decoration:none\">Nicholas Roberts-Moore<\/a><span class=\"ez-toc-section-end\"><\/span><\/h4><p style=\"margin:0 0 8px;font-size:14px;color:#4A494B;line-height:1.55\">Nicholas Roberts-Moore is Chief Marketing Officer at Storefront, based in London. He specializes in AI-powered marketing and the UK retail and real estate markets, helping brands turn short-term retail into measurable growth. A former journalist, he writes on pop-up strategy, retail trends, and the future of physical retail.<\/p><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/\" style=\"font-size:13px;color:#1A1A1A;font-weight:700;text-decoration:none\">More from Nicholas Roberts-Moore &rarr;<\/a><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Collaborating with other brands can be a great way to achieve pop-up shop success. It can help you reach new audiences and pull off campaigns that may not have been possible on your own. There\u2019s no arguing that brand collaborations can help retailers grow, but how do you choose the right partner? It comes down [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":5796,"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":"","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":"","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":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Roberts-Moore","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/pop-up-retail-how-to\/\" rel=\"category tag\">How-to<\/a>","qubely_excerpt":"Collaborating with other brands can be a great way to achieve pop-up shop success. It can help you reach new audiences and pull off campaigns that may not have been possible on your own. There\u2019s no arguing that brand collaborations can help retailers grow, but how do you choose the right partner? It comes down&hellip;","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5777","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=5777"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5777\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/5796"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=5777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=5777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=5777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}