Live brand experience: Tailor cashes in on low commercial property prices for pop-up shops

An entrepreneur has picked up on the success of live brand experiences and plans to launch a number of pop-up shops in town centres.

Austen Pickles, chief executive of bespoke tailoring for Norton & Townsend, will be offering retail pop-up shops to create a brand experience and promote his services, the Telegraph and Argus reported.

Mr Pickles has taken advantage of low commercial property prices to secure a three-month lease in the centre of Birmingham for just £1, and he believes that this is the way forward for businesses who want to attract customers.

"The malaise in the high street opens up a whole new dimension enabling us to raise the profile of our brand and giving us the opportunity to appeal to a hugely diverse demographic.

"We've only been open a matter of weeks and already we have been bowled over by the level of support we have received," he told the news provider.

Marketing Week reported recently that brand experiences allow consumers to 'immerse' themselves in a brand.

Posted by David Farrior