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# Luxury Retailer Festive Pop-Ups
Need Supply Co. Launched its First-Ever Holiday Pop-Up Activation

By Grace Mahas | Published 2019-12-06 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/need-supply
References: [rli.uk](https://www.rli.uk.com/need-supply-co-has-launches-holiday-pop-up-for-millennial-gen-z-shoppers/) & [needsupply](https://needsupply.com/)

While the luxury fashion retailer Need Supply Co. is no stranger to brick-and-mortar retail, the brand is introducing a new business model with the launch of its first-ever [holiday pop-ups](https://www.trendhunter.com/trends/designer-installations) that will appeal to millennial and [Gen Z](https://www.trendhunter.com/trends/club-holiday-popup) shoppers alike.

The digital-first retailer boasts an array of à la mode pieces that are sophisticated and avant-garde. It's pop-up will mimic this aesthetic and will be located in the Common House of Charlottesville – a membership-based social club that caters to millennials -- and run from December 7 through until December 22.

This luxury location will allow Need Supply Co. to target the [young luxury consumer](https://www.trendhunter.com/trends/on-rotation) -- a sector that makes up most of the brand's consumer base.

Image Credit: Need Supply Co.

## Trend Insights (Trend Hunter)

- Score: 2.7/10
- Popularity: 40% | Activity: 33% | Freshness: 9%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)

## Key Themes

### Why This Trend Is Growing

- **Holiday Pop-ups:** Opportunity for other luxury retailers to experiment with temporary physical stores during the festive season and connect with millennial and Gen Z shoppers.
- **Digital-first Retail:** Potential for luxury brands to adopt a digital-first approach to reach a wider audience and offer unique shopping experiences.
- **Young Luxury Consumers:** Luxury retailers can focus on targeting the millennial and Gen Z demographic by creating products and experiences that cater to their preferences.

### Industries Being Reshaped

- **Luxury Fashion Retail:** Opportunity for luxury fashion retailers to capitalize on the trend of holiday pop-ups and attract a younger consumer base.
- **Social Clubs:** Social clubs can explore partnerships with luxury retailers to host pop-up activations, providing a unique member experience and access to exclusive products.
- **Digital Retail Platforms:** Digital retail platforms can innovate their offerings to cater to the digital-first approach of luxury brands, enabling richer online shopping experiences.

## Related on Trend Hunter

- [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md)
- [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md)
- [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md)
- [Luxury Holiday-Themed Pop-Ups](https://www.trendhunter.com/trends/holiday-2025-popup.md)
- [Festive Airport Pop-Ups](https://www.trendhunter.com/trends/club-holiday-popup.md)
- [Constellation-Inspired Luxury Pop-Ups](https://www.trendhunter.com/trends/winter-constellation.md)
- [Luxury Bag Pop Ups](https://www.trendhunter.com/trends/birkin-bag.md)
- [Exclusive Quiet Luxury Pop-Ups](https://www.trendhunter.com/trends/quiet-luxury.md)
- [Luxury Pop-Up Streetwear](https://www.trendhunter.com/trends/wynn-palace-macau-popup.md)