RETAIL BUSINESS PROJECT: Virtual Pop-up Concept for Styletread
By combining different design elements, the store exhibits a realisation of a virtual space to life, representing the technology and products of Styletread as the leader in the online footwear retailing market. This concept is commercial as it builds brand recognition while saving space and adapting to different environments with a booth model that can be carried anywhere.
Styletread has been Australia’s largest online footwear retailer, with a market share of 19.2% (Burgio-Ficca 2021) since founded in 2010 (MFG 2021a). By offering a vast range of shoes from domestic and international brands, Styletread caters for all Australian and New Zealand women, men, and kids. As a part of the Expansion strategy, they also offer bags for all occasions.
As Styletread has been doing exceptionally well online, an “online” physical store format can be a feasible concept to boost sales. The new pop-up store will be designed in the form of a showroom to display new and best-selling styles. Different from conventional footwear stores, this location will act as an order point, with services that will better consumers’ online purchases.
