This is not just any pop-up store…

Mike & Tom’s opened in the heart of Soho last week with the tagline ‘new menswear from an old friend’.

Unbeknown to visitors of the store, the name is a nod to founders Michael Mark and Thomas Spencer.

This is not just any pop-up shop, this is a Mark & Spencer’s pop-up shop.

Challenging brand perceptions, M&S hosted the trendy pop-up in Soho, which mirrors the type of everyday trendy menswear boutique you’d expect to find on the streets of Soho, offering an intimate and inviting space for people to come and browse the latest fashion styles.

This new look is a far cry from your usual M&S department store, which we bet is a favourite with grandparents across the country.

Focused on style-led pieces, the pop-up shop is stocked with a handful of new season staples. Plus shoppers are in for a treat browsing items not yet available in stores and online.

This is an interesting move for the brand, following a rocky start to the year where M&S announced the closure of 100 stores due to tough trading conditions.

However, the company has reassessed the way in which it appeals to customers and looked to challenged brand perception. Moving away from “stuffy” and “not particularly fashionable” to a brand that is “more than just pants and suits.”

In a statement the company said that the pop-up shop “demonstrates the improvements M&S menswear had made.”

The change in name means that shoppers will enter the boutique without any pre-conceptions of the high street department store. Instead shoppers will be able to focus on the new season styles that they have to offer.

New season styles showcased in the pop-up shop include relaxed sweatshirts, camo print parkas, check tailoring to contrast sole trainers.

Marks & Spencer’s first pop-up store welcomes the beginning of an exciting new era for the company, which focused on more stylish, more contemporary and better fitting clothes, and can compete with other high street fashion powerhouses.

You can read more here.

Contact us

Get in touch with us today and discover our tasty mix of marketing, PR and creative communications.