Frank & Oak opened its first U.S. pop-up this week in Boston. The city was chosen through a retail contest in which customers pre-ordering gift cards through the website could pick from 12 U.S. cities.
Through the Collective Impact campaign, Frank & Oak will prompt consumers to pick the six cities in total in which the retailer will eventually open a pop-up, reported Women's Wear Daily. The pop-ups are expected to be open for 12 to 18 months.
The brand considers itself a media firm rather than an apparel line because it provides its shoppers with a biannual print magazine and online content to coincide with its 12 new collections every month.
Co-founder, CEO and creative director Ethan Song said the Collective Impact campaign is meant to give shoppers input and continue the dialogue between store and community.
Pop-ups are a growing trend in 2015 as retailers look to quickly and easily grow a physical presence while increasing brand loyalty. Some recent retailers joining the craze include Zappos, The Grommet, Crest & Co. and Boohoo.
-See this Women's Wear Daily article (subscription)
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