Sumary of By the sea or on the road, fashion brands are taking up their summer quarters:
- This girly truck houses a pop-up store listing the best-sellers from its summer collection, and also unfolds on a terrace where fans of the brand can cool off or listen to music.
- The traveling truck Dont Call Me Jennyfer – DCM JennyferJennyfer on the beach The sign for teenage girls Dont Call Me Jennyfer hits the road this summer with a dedicated van, which connects ten major coastal cities (Dieppe, Marseille, Biarritz …) from July 13 to August 12.
- A segment that accounts for 30% of its sales for the spring-summer season, and that the company is putting more emphasis on this year.
- While luxury houses offer pop-up stores in posh resorts, fashion retailers are not left out and have set up specific retail and communication strategies for the summer holiday period.