HERMÈSFIT: HOW THE LUXURY BRAND IS EXPANDING ITS REACH WITH A POP-UP GYM

Image Credits: Tatler Asia, Charlotte Wales

HèrmesFit, a pop-up fitness destination, has emerged in Singapore, sporting a gym that is infused with the unmistakable orange hue that characterises the French luxury brand, Hermès.

As a means to promote the brand's esteemed lifestyle and principles, HèrmesFit provides an immersive and one-of-a-kind experience for its patrons. You can practise stretching with belts, yoga with silk scarves and ballet dance with Hermès bangles.

Despite all pre-scheduled fitness classes being quickly booked up once slots were released, the pop-up still drew a crowd of curious onlookers eager to visit the space.

In the competitive world of luxury retail, pop-up events have become a vital tool for brands looking to engage with customers in new and innovative ways. However, the key to long-term success lies in the creation of lasting brand equity rather than fleeting transactions. As such, brand marketers must keep the following points in mind when considering a pop-up event:

1) Test and learn without making significant investment

This is particularly advantageous for direct-to-consumer brands that have built a strong online following and are looking to expand into brick-and-mortar stores. By using a pop-up as a testing ground, brands can determine the viability of new retail concepts and products.

2) Unique opportunity for brand-building

With a limited lifespan, they create a sense of urgency and exclusivity that regular stores may struggle to replicate. Hermès' fitness pop-up showcased a different side of the brand and connected with customers beyond its traditional product offerings.

3) From interactions to impressions

Pop-up events, structured like highly-anticipated and exclusive happenings, can generate anticipation and maximise marketing mileage. By offering customers something new and exciting, brands can stand out in a crowded market and create a lasting impression on their target audience.

Sources: Hermès official website, Tatler Asia