For Latinx-Owned Brands, Pop-Up Shops Are a Lifeline

There was a time when the pop-up shop was considered a niche outreach approach for traveling indie merchants. Now, it's a tried-and-true marketing strategy employed by major and burgeoning brands alike. Pop-up retail has grown since the early 2000s into a go-to outreach tactic for brands looking to establish a presence outside of their more permanent storefronts. As 60% of younger consumers continue to crave more authentic and engaging experiences, according to an IBM report, brands like Nike and Glossier have shifted their focus from more traditional forms of advertising, like digital and OOH, to brand activations, which foster a more personal connection. But as larger brands reap the benefits of this flexible option, smaller Latinx brands and the communities they serve have a far deeper connection with the pop-up shop. Over the past two decades, pop-ups have allowed smaller brands to cultivate stronger relationships with consumers while allowing smaller communities—many of which are populated by marginalized consumers—to expand economically. These shops are more than convenient; they've become critical in building the kind of brand awareness that vulnerable small businesses need to survive in an ever-changing retail space. Reaching communities near and far For Mija Cultura, a Houston-based clothing retailer inspired by Latinx culture, pop-up shops have been foundational to its success, according to co-founder Karla Dominguez, specifically within the Latinx community in Houston and surrounding areas. From participating in DJ-led setups in residential areas to livestreamed shopping experiences, like "Cantina Quarantina" in 2020, Mija Cultura has become well-versed in the spontaneous retail space. "When we do these in-person pop-ups, we get to hear from our community and how they relate to our brand," Dominguez said. "We get a lot of people telling us that they were raised the same way or with the same culture. It's just nice to hear … especially now that Hispanics and Latinos are such a melting pot and you are just not one thing anymore." Mija Cultura has become well-versed in the spontaneous retail space. For Latina lifestyle brand Hija De Tu Madre, pop-ups didn't just allow it to make local headway. When the Covid-19 pandemic created serious challenges for in-person retail, the brand took a more experiential approach to connecting with Latinx communities outside its Los Angeles ZIP code. "Remaining so L.A.-centric was doing our community a disservice," founder Patty Delgado said. "So we had this idea of doing a mobile pop-up. We converted a U-Haul into a pop-up experience where customers were able to shop in and outside of the truck. We just took our truck around to cities where most of our community was." With hundreds of people lining up in cities like El Paso, Texas; Dallas; and Phoenix, the brand found business and networking opportunities it otherwise would not have. For Delgado, taking her brand on the road allowed for a unique opportunity to interact with fans of the brand and its larger community. https://twitter.com/hijadetumadre__/status/1498498417210896386 Preserving economic development While making real consumer connections is important for any business, the evolving nature of the retail space has serious implications for Latinx-owned small businesses, many of which are feeling the impact of gentrification. With smaller, largely Black and Latinx communities in cities across Texas and California being displaced by an influx of new white-owned businesses, outreach has been key to preserving vitality and fighting cultural erasure. "The retail spaces and small business in a lot of cities have been priced out, which leads to empty storefronts, and it creates big issues around these smaller businesses," said Doug Cameron, chief strategy and creative officer at digital agency DCX. "Now that anti-gentrification bills are starting to pick up support, more of these smaller businesses can gain back the community support they need." According to a study conducted by Ryerson University, pop-ups are an affordable and creative approach to addressing store vacancies and the vulnerability of small businesses to gentrification. The small, temporary investments pop-ups represent in a community can lead to more permanent investments, spurring economic recovery. This is already being borne out in small communities internationally. WoodGreen Community Services and the Danforth East Community Association (DECA) initiated a pop-up project in Toronto, Canada, to help revitalize a downtown business district. Over five years, the project brought in 32 pop-up shops and reduced vacancy rates from 17% to 5%, the study showed. Danielle Alvarez, founder and CEO of media agency The Bonita Project, hopes more pop-ups in Latin American spaces will result in more awareness in marketing and retail. For example, Stitch Lab, a platform for pop-up markets and one of Bonita's clients, drew in dozens of brands and people from all over Latin America for a recent event in Miami. "Pop-ups have now, at least in our community, become a vessel or platform to introduce smaller businesses that don't have the resources to create their own events," Alvarez said. "We are also inviting press and local influencers to come and support in the hopes of creating more overall awareness."

Diversity, Equity and Inclusion

For Latinx-Owned Brands, Pop-Up Shops Aren't Just Convenient—They're a Lifeline

Hija De Tu Madre and Mija Cultura are using the marketing tactic to bridge culture and community

Natalie Venegas

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Natalie Venegas