- Dale Arden Chong |
As brands quickly grow and prime themselves to expand into new markets—many of which are outside of their own countries — many have chosen to open up pop-up stores to gauge the level of sales as well as overall reception. Naturally, that’s exactly what the Never Fully Dressed has done. The British contemporary brand, which is known for its floral print dresses and graphic T-shirts, opened up a storefront in Los Angeles for the first few days of May as a way to not only introduce itself to the U.S. market, but also serve as a place where consumers can familiarize themselves with the brand in a more tangible manner.
According to the brand, U.S. sales increased 1000 percent over the duration of one year for the brand, providing insight to where Never Fully Dressed’s next focus would be. “We listen to our customer, and the overwhelming feedback was to see us in the U.S.—particularly in Los Angeles,” founder Lucy Aylen told FashionUnited in an email. “It’s the perfect backdrop for our SS19 prints!”
While the pop-up has not finished out its run in L.A., it’s clear that Aylen’s intuition for the U.S. market was right—Never Fully Dressed had to ship in more inventory from London in order for stock to be available for the remaining days.
Never Fully Dressed’s Los Angeles pop-up will be open until May 4.Images: Courtesy of Never Fully Dressed