In retail, it’s inevitable that what’s old invariably gets repackaged and marketed as new for the next generation of shoppers. And so it is with the shop-in-shop strategy.
Also known as stores-within-a-store, these spaces are located within a larger retailer and rented by a manufacturer or wholesaler to exclusively sell one specific brand. Traditionally deployed by department stores in their beauty sections, the format is well-known to boomers. Think back to perusing lipstick shades at the Estée Lauder counter embedded in Macy’s.
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