{"id":724,"date":"2020-01-21T08:05:00","date_gmt":"2020-01-21T08:05:00","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=724"},"modified":"2026-03-19T12:53:27","modified_gmt":"2026-03-19T12:53:27","slug":"luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/","title":{"rendered":"How DAVER Used a Pop-Up Showroom to Launch During New York Fashion Week"},"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\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#Why_pop-ups_matter_during_New_York_Fashion_Week\" title=\"Why pop-ups matter during New York Fashion Week\">Why pop-ups matter during New York Fashion Week<\/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\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#Bringing_product_experience_into_a_high-intent_moment\" title=\"Bringing product experience into a high-intent moment\">Bringing product experience into a high-intent moment<\/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\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#Choosing_the_right_format_showroom_vs_pop-up_store\" title=\"Choosing the right format: showroom vs pop-up store\">Choosing the right format: showroom vs pop-up store<\/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\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#Location_and_timing_as_strategic_advantages\" title=\"Location and timing as strategic advantages\">Location and timing as strategic advantages<\/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\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#What_brands_can_learn_from_DAVER\" title=\"What brands can learn from DAVER\">What brands can learn from DAVER<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#Pop-ups_as_a_gateway_into_fashion_markets\" title=\"Pop-ups as a gateway into fashion markets\">Pop-ups as a gateway into fashion markets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/luxury-shoe-company-daver-opens-up-pop-up-shop-for-new-york-fashion-week-powered-by-storefront\/#A_flexible_approach_to_fashion_retail\" title=\"A flexible approach to fashion retail\">A flexible approach to fashion retail<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>New York Fashion Week is one of the most competitive and high-impact moments in the global fashion calendar. For emerging and independent brands, it presents a unique opportunity to gain visibility, connect with buyers, and engage directly with consumers.<\/p>\n\n\n\n<p>For luxury footwear brand DAVER, a pop-up showroom provided the ideal format to activate during Fashion Week and bring its product to life in a highly relevant setting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_pop-ups_matter_during_New_York_Fashion_Week\"><\/span>Why pop-ups matter during New York Fashion Week<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Fashion Week is not just about runway shows. It is a city-wide moment where showrooms, pop-ups, and private events play a critical role in how brands are discovered.<\/p>\n\n\n\n<p>Temporary retail spaces allow brands to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>create a physical presence without long-term commitment<\/li>\n\n\n\n<li>engage press, buyers, and consumers in one place<\/li>\n\n\n\n<li>showcase products in a controlled, branded environment<\/li>\n<\/ul>\n\n\n\n<p>For brands without permanent retail locations in New York, pop-ups are often the most effective way to participate in the wider Fashion Week ecosystem.<\/p>\n\n\n\n<p>You can explore spaces designed specifically for this moment: <a href=\"https:\/\/www.thestorefront.com\/selections\/fashion-week-showroom-new-york\" class=\"ek-link\"><strong>New York Fashion Week showrooms<\/strong><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bringing_product_experience_into_a_high-intent_moment\"><\/span>Bringing product experience into a high-intent moment<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"700\" height=\"400\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/07\/gywntM6bRl6VNYgnYrFE_252-7556-w1200.png\" alt=\"Danver pop up NYFW\" class=\"wp-image-723\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/07\/gywntM6bRl6VNYgnYrFE_252-7556-w1200.png 700w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/07\/gywntM6bRl6VNYgnYrFE_252-7556-w1200-300x171.png 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p>DAVER positioned its activation around a key insight: footwear, especially in the luxury segment, needs to be experienced in person.<\/p>\n\n\n\n<p>The brand focuses on combining design with comfort, using premium materials and construction techniques typically associated with high-end shoemaking.<\/p>\n\n\n\n<p>A pop-up showroom allowed visitors to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>try on products directly<\/li>\n\n\n\n<li>understand the craftsmanship and materials<\/li>\n\n\n\n<li>experience the comfort first-hand<\/li>\n<\/ul>\n\n\n\n<p>This type of interaction is difficult to replicate online, making physical retail particularly valuable during moments like Fashion Week.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_the_right_format_showroom_vs_pop-up_store\"><\/span>Choosing the right format: showroom vs pop-up store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>DAVER\u2019s activation sat at the intersection of a showroom and a pop-up store.<\/p>\n\n\n\n<p>This hybrid approach is common during Fashion Week, where spaces need to accommodate both:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>professional audiences such as buyers and press<\/li>\n\n\n\n<li>consumers looking to discover new brands<\/li>\n<\/ul>\n\n\n\n<p>Showrooms tend to focus on appointments and wholesale relationships, while pop-ups allow for broader access and brand exposure.<\/p>\n\n\n\n<p>If you are planning a similar activation, you can browse <a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/showroom\">showrooms for rent in New York<\/a> or explore more flexible <a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/retail\">pop-up spaces in New York<\/a> depending on your goals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Location_and_timing_as_strategic_advantages\"><\/span>Location and timing as strategic advantages<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>During New York Fashion Week, timing and location are critical.<\/p>\n\n\n\n<p>A well-placed pop-up can capture:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>foot traffic from nearby shows and events<\/li>\n\n\n\n<li>industry professionals moving between venues<\/li>\n\n\n\n<li>fashion-conscious consumers seeking new brands<\/li>\n<\/ul>\n\n\n\n<p>Being present during this concentrated period allows brands to maximize exposure in a short timeframe.<\/p>\n\n\n\n<p>This is one of the key advantages of pop-up retail. It enables brands to align with cultural and industry moments without committing to long-term leases.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_brands_can_learn_from_DAVER\"><\/span>What brands can learn from DAVER<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>DAVER\u2019s approach highlights several important lessons for brands activating during Fashion Week:<\/p>\n\n\n\n<p>Use key moments to launch<br>Fashion Week provides built-in attention. Aligning your pop-up with this timing increases visibility.<\/p>\n\n\n\n<p>Prioritize product experience<br>For categories like footwear, physical interaction is essential to drive conversion and brand trust.<\/p>\n\n\n\n<p>Choose the right space format<br>A hybrid showroom and pop-up approach can help you reach both industry and consumer audiences.<\/p>\n\n\n\n<p>Think beyond sales<br>Pop-ups during Fashion Week are as much about awareness, relationships, and positioning as they are about immediate revenue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pop-ups_as_a_gateway_into_fashion_markets\"><\/span>Pop-ups as a gateway into fashion markets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For many brands, New York Fashion Week is not just a one-off opportunity. It is a gateway into the broader fashion market.<\/p>\n\n\n\n<p>Pop-up stores and showrooms allow brands to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>test demand in a new city<\/li>\n\n\n\n<li>build relationships with buyers and press<\/li>\n\n\n\n<li>refine their positioning before scaling further<\/li>\n<\/ul>\n\n\n\n<p>This flexible approach is increasingly common across the industry, especially for emerging and independent labels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_flexible_approach_to_fashion_retail\"><\/span>A flexible approach to fashion retail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>DAVER\u2019s Fashion Week activation demonstrates how pop-up spaces can support brand growth at key moments.<\/p>\n\n\n\n<p>Some brands use these activations as stepping stones toward permanent retail. Others continue to operate through pop-ups and showrooms as an ongoing strategy.<\/p>\n\n\n\n<p>What matters is choosing the format that aligns with your goals.<\/p>\n\n\n\n<p>If you are planning your own activation, explore available spaces through <a href=\"https:\/\/www.thestorefront.com\/\">Storefront<\/a> and find a location that fits your brand and audience.<\/p>\n\n\n\n<p>In a fast-moving environment like New York Fashion Week, the right space can make all the difference.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how DAVER used a pop-up showroom during New York Fashion Week to connect with buyers, showcase products, and build brand presence.<\/p>\n","protected":false},"author":19,"featured_media":42749,"comment_status":"closed","ping_status":"open","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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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/fashion-week\/\" rel=\"category tag\">Fashion Week<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-usa\/\" rel=\"category tag\">Success Stories USA<\/a>","qubely_excerpt":"Learn how DAVER used a pop-up showroom during New York Fashion Week to connect with buyers, showcase products, and build brand presence.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/724","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=724"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/724\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/42749"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=724"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=724"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=724"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}