# Startup-Focused Fashion Pop-Ups The Heroes Pop-Up Offers Small Brands Competing Against Big Names By Joey Haar | Published 2017-04-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/heroes-popup References: [wwd](http://wwd.com/fashion-news/fashion-scoops/gerald-cohen-to-launch-paris-trade-showpop-up-concept-10812110/) It takes a heroic effort to gain brand recognition in the fashion industry, and that's exactly the reasoning behind the name of Gérald Cohen's Heroes pop-up store. The French fashion publicist opened the pop-up store to give local European brands a chance to sell their wares in an area that's typically dominated by the biggest luxury and fast fashion names in the industry. The Heroes pop-up is located in the former Zadig & Voltaire headquarters. On Rue Saint-Roch in the heart of Paris' 1st arrondissement, the pop-up is surrounding by [high-end shopping](https://www.trendhunter.com/trends/celines-zhangyuan-popup) on all sides. Whereas the brands showcased in Heroes wouldn't normally get the chance to grace that district, the pop-up gives them a chance to do so. Brands in the Heroes pop-up include Pyrates, a [Swiss jogging line](https://www.trendhunter.com/trends/gymshark-popup), and Ra+Re, a French raver-chic label. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 94% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Local Fashion Brands:** The rise of pop-up stores like Heroes provides an opportunity for local European fashion brands to gain exposure and compete against big luxury and fast fashion names. - **Disruptive Retail Spaces:** Pop-up stores like Heroes disrupt the traditional retail landscape by providing temporary, curated spaces for up-and-coming fashion brands. - **Alternative Distribution Channels:** Pop-ups like Heroes offer a unique distribution channel for small fashion brands to bypass traditional retail and reach directly to consumers. ### Sectors Adopting This - **Fashion Retail:** Pop-up stores like Heroes offer new opportunities for small fashion brands to enter the retail industry and gain brand recognition. - **Fashion PR and Marketing:** The success of pop-up stores like Heroes relies on effective PR and marketing strategies to attract customers and build brand awareness. - **Retail Real Estate:** The rise of pop-up shops presents new opportunities for real estate developers and property owners to lease out their vacant spaces for temporary retail experiences. ## Related on Trend Hunter - [Market-Inspired Pop-Ups](https://www.trendhunter.com/trends/la-plaza-johanna-ortiz.md) - [Timeless Footwear Pop-Up Boutiques](https://www.trendhunter.com/trends/sergio-rossi-popup.md) - [Luxe Parisian-Inspired Pop-Ups](https://www.trendhunter.com/trends/longchamp-x-constantin-riant.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Digital Cosmetics Pop-Ups](https://www.trendhunter.com/trends/digital-pop-up.md) - [Luxury Bag Pop Ups](https://www.trendhunter.com/trends/birkin-bag.md) - [Luxury Airport Pop-Ups](https://www.trendhunter.com/trends/factory-5.md) - [Annual Summer Pop-Ups](https://www.trendhunter.com/trends/lucky-collection.md) - [NYC-Based Apparel Stores](https://www.trendhunter.com/trends/aviator-nation.md)