Gracing 12 department store locations across Canada, Hudson Bay Company's Drake General Store pop-up shops target a youthful demographic. While Hudson's Bay Company's target demographic is often a more mature consumer, its recent re-branding efforts aim to celebrate heritage while simultaneously attracting a more urban and millennial demographic.
Toronto's famed Drake General Store -- an extension of hipster hangout The Drake Hotel teamed up with Hudson's Bay Company last year in a venture that saw the launch of various pop-ups of the popular novelty shop. In addition to specializing in decor that is synonymous with Canadiana, Drake General Store is also a source for fashions, stationary supplies and signature art pieces that are crafted by local artisans.
Though seemingly different -- Hudson Bay Company's commercial values oppose Drake General Store's indie vision -- the retailers are both connected by their Canadian heritage.
Hipster Heritage Pop-Ups
Hudson's Bay Company's Drake General Store Pop-Ups Target Young Consumers
Trend Themes
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Youthful Pop-up Shops — Creating pop-up shops that target a youthful demographic can attract a new and urban consumer base.
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Canadiana Decor Trend — The popularity of decor that celebrates Canadian heritage can be capitalized on by incorporating it into various industries.
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Collaboration with Local Artisans — Partnering with local artisans to create signature art pieces can add value and uniqueness to a brand or business.
Industry Implications
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Department Stores — Department stores can create pop-up shops to attract a younger demographic and generate buzz around their brand.
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Home Decor — The Canadiana decor trend can be incorporated into the home decor industry, providing consumers with a sense of national pride in their living spaces.
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Fashion Retail — Incorporating Canadian-inspired fashion pieces into retail stores can attract millennial consumers who value unique designs and local craftsmanship.