Canadian fashion brand Kit and Ace is touring North America with a shipping container pop-up shop that has a patriotic twist to it. The mobile showroom was built with an A-Frame design and the company dubbed it the 'Eh Frame' -- playing on a well known Canadian verbal stereotype.
The Vancouver-based contemporary clothing line recently crossed the Canadian border and has set-up shop in Massachusetts with the Eh Frame. The pop-up is situated in Mashpee Commons, an outdoor shopping space. The company even hosted a Canada Day BBQ in the American city to lure in customers.
By having a transportable shop, the company can connect consumers, both in Canada and the U.S., while introducing its products to untapped markets. Co-founder JJ Wilson indicated that Kit and Ace use its shipping container pop-ups as a way to test new markets and build brand awareness.
Patriotic Mobile Showrooms
Kit and Ace's Shipping Container Pop-Up Turned into an 'Eh Frame'
Trend Themes
1. Mobile Pop-up Shops - Fashion brands can utilize shipping containers and mobile pop-up shops to expand reach and test new markets.
2. Brand Awareness Tours - Companies can tour with mobile pop-up shops, hosting events to build brand awareness and connect with consumers in new regions.
3. Localized Marketing Strategies - Utilizing region-specific verbal stereotypes, companies can create unique and engaging marketing experiences for consumers, such as Kit and Ace's 'Eh Frame'.
Industry Implications
1. Fashion Retail - Fashion brands can disrupt traditional brick-and-mortar retail by utilizing mobile pop-up shops to expand reach and test new markets.
2. Event Marketing - Companies can disrupt traditional marketing by hosting events and tours with mobile pop-up shops to build brand awareness and engage with consumers.
3. Tourism - Tourist destinations can disrupt traditional marketing by utilizing mobile pop-up shops to create unique and engaging experiences for visitors, building brand awareness and enhancing local culture.