The adidas x Alexander Wang collection, which was much awaited upon its reveal at the high-fashion designer's spring 2017 runway show, was sold in pop-up trucks that feature nine items from the collaboration.
While the collection wasn't released to the public until the spring of this year, its preview in New York City, Tokyo, and London took place in large pop-up trucks. The trucks were mostly white and emblazoned with Alexander Wang's name as well as the adidas logo – both in a simple black color. The pop-up trucks were selling nine items from the collection including "shoes, a track suit, a hoodie and t-shirts."
The adidas x Alexander Wang collection's pop-up retail spaces in major cities allowed for more exclusive, yet still accessible, marketing from the brand.
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Trend Themes
1. Pop-up Retail - The popularity of pop-up trucks and retail spaces shows that temporary physical stores continue to be a trend that can help brands create buzz and test the market with exclusive products.
2. Collaboration Special Collections - Limited edition collaboration collections continue to be a successful trend, especially for high-end fashion brands looking to offer their customers unique and highly sought-after products.
3. Streetwear Fashion - The ongoing popularity of streetwear fashion is evident with collections like adidas x Alexander Wang, emphasizing the trend towards comfortable and casual yet luxurious clothing.
Industry Implications
1. Fashion Industry - The fashion industry has the opportunity to create buzz and demand by collaborating with other brands, creating special collections, and utilizing pop-up retail spaces.
2. Sportswear Industry - Sportswear companies can focus on collaborations with high-end fashion brands to help elevate their products and appeal to fashion-conscious consumers.
3. Retail Industry - Retailers can benefit from the pop-up retail trend by experimenting with temporary physical locations in high-traffic areas to test new markets and products.