Parade is experimenting with an in-person retail experience to reach young consumers.

Parade is experimenting with an in-person retail experience to reach young consumers. The intimates brand popular with Gen Z and Millennials is hosting its first in-person selling experience with a pop-up market in NYC from August 27-29. The market is designed to match the brand’s most recent line, Summer Daisy, and consumers can shop Parade’s full summer collection while enjoying free food and drinks at the market in Dimes Square (a small Manhattan park). Parade’s IRL shopping experience is part of its “Summer of Parade” campaign that has been running this summer via digital marketing activations and in-person events like a dance party hosted in Brooklyn, and the brand’s CEO notes how the pop-up will help the brand test IRL shopping before going all-in on a brick-and-mortar location: “[Parade’s] focus will be on achieving profitability, and sustainably scaling and revitalizing our core brand and products, instead of getting too big too quickly.” YPulse’s Experiencification trend research found that 56% of 13-33-year-olds (and 72% of 13-17-year-olds) say they would go to stores more if there was more to do there, and pop-up experiences are a top way for online-only brands to engage with consumers IRL. (Glossy)