In China's competitive retail landscape, global fashion brands are moving beyond traditional stores to create memorable engaging moments.Based on our recent observation of China's retail sector, a clear trend is emerging: leading fashion brands are increasingly prioritizing immersive, offline experiences to captivate consumers----The strategic use of pop-up stores as a key tactic, masterfully blending physical engagement with digital sharing to create powerful brand moments. Here are three recent case studies that illustrate this successful approach.
1. Coach: Driving Hype with a Sweet Incentive
In late September, Coach launched "The Coach Tabby Shop" at Shanghai's Daimaru Department Store to promote its new Tabby bag. The activation cleverly leveraged Xiaohongshu (RedNote) as its core sharing platform. Visitors who posted photos with the hashtag #CoachTabby received a complimentary coffee.
📈 The result? A staggering 11 million+ views and 55,000+ engagements, proving that small rewards can drive big digital buzz.
Source: Xiaohongshu
2. ba&sh: Weaving Celebrity Influence with Themed Elegance
The contemporary French label ba&sh unveiled its AW25 collection with a pop-up in Shenzhen, themed “Whispers in Purple.” To amplify reach, the brand invited its APAC brand ambassador Yang Caiyu (ORA) and celebrity He Chaolian to the opening.
💜 The monochromatic, aesthetic-driven setup not only reinforced the collection’s identity but also created a highly shareable visual moment for guests and fans.
Source: Xiaohongshu
3. Camper: Turning Craft into an Interactive Experience
Spanish footwear brand Camper brought its creative spirit to Beijing’s trendy Sanlitun district with “JUNCTION,” a pop-up highlighting customizable shoe designs. The focus was on interchangeable toe caps, allowing wearers to personalize styles.
To engage visitors, Camper set up a claw machine game—anyone who followed the brand on Xiaohongshu could play to win a pair of socks or free toe caps with a purchase from the JUNCTION collection.
🎯 This playful approach didn’t just drive traffic—it helped customers physically interact with the product’s design philosophy.
Source: Xiaohongshu
Key Takeaway:
These case studies highlight a pivotal shift in Chinese consumer behavior: a growing craving for meaningful offline experiences. Pop-up stores are the perfect strategy to meet this demand, serving as a powerful bridge between digital brand building and physical connection.
They offer a unique opportunity to:
- Connect face-to-face with a core, direct audience, transforming online followers into tangible community members.
- Create a holistic online-to-offline loop, where social media drives foot traffic, and the physical experience, in turn, generates authentic online content and buzz.
In essence, pop-ups have evolved from mere sales channels into essential tools for building immersive brand ecosystems.
We support global fashion and luxury brand achieving Chinese market growth. Stay tuned for RedderUp’s insights on local market observations and news and follow us for the latest updates.