Butterboom.com is an online fashion and lifestyle magazine, where people discover new fashion labels and designers that have opened new stores or launched in Hong Kong.
“We decided to launch Room B, our pop-up division to showcase a curation of the labels and designers that we cover on our online magazine, to give our readers the opportunity to see, touch and try on the clothes we’ve been talking about online.”, says Pannee, Founder and Head of Content and Partnership of Butterboom.
The “Summer Edit” Pop-Up was designed as a one-stop-shop where Hong Kong fashionistas could shop for Summer on every occasion: holidays, with Duskii and Solid & Striped swimwear and Christing C resortwear, gowns that are perfect for attending summer weddings by Odysay and Melissa Bui and statement wear by Emma Wallace. Showcasing pieces for hot summer days with casual wear from The Outnet’s Iris & Ink and PI’A as well as more formal workwear from Anagram. The Pop-Up Store also featured Vanessa Bell’s fine handmade jewelry from Hong Kong.
All Butterboom readers were invited to visit the Pop-Up Store thanks to the posts and stories published on their online magazine and social media channels. Publicity was also gained by the great location of the Pop-Up in the heart of Central, Hong Kong’s prime shopping district, attracting many passersby.
The Pop-Up benefitted Butterboom as much as the featured brands: “The Pop-Up Store is a perfect occasion to have more visibility, but also for the brands that Butterboom showcases online to engage more with their customers.”, explains Pannee. It’s a way for brands that are only sold online like Iris & Ink to have an offline presence. Brands like Anagram that have shops in other districts can test the waters for future shops. Also, collaborating with several brands is also ideal to benefit from each brand own customer base and notoriety.
“We want to organise more Pop-Up Stores in the future to give our readers a live experience with the fashion labels we cover on our online magazine.”, adds Pannee.
We are already eager to see what the future holds for Butterboom and these brands.