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How To Create A 'Pop-out' Store

Vogue News
12 June 2013
FREECULTR pop-out store at DLF Promenade in New Delhi
FREECULTR pop-out store at DLF Promenade in New Delhi

The biggest criticism of online shopping? Not being able to try on a pair of jeans before putting down money for it.

Tackling this barrier head on is online fashion label FREECULTR, which has recently opened its first ‘pop-out’ store at New Delhi’s DLF Promenade mall till February.

Is a pop-out store different from a pop-up one?

“The digital pop-out store is neither a kiosk nor a regular stall," says Sujal Shah, CEO and co-founder of FREECULTR. "Consumers can try on clothes in one of the four changing rooms...and place orders immediately. It is not a pop-up store that many retailers construct for a few days. It is a brand installation that will be present for 45 days and then will pop out in other places."

Interestingly, once you've tried on their colourful basics or suede loafers you head to the 'order bar' to buy and your purchase will then be delivered anywhere in New Delhi within the next 24 hours, essentially replicating the online purchasing experience in a more rich, physical store environment.

And that's how technology can enhance the shopping experience complete with interactive LED screens and tablets which allow you to browse the catalogue and watch behind-the-scenes videos of the campaign shoot with those ripped, shirtless models.

- Rochelle Pinto

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