US: SKIMS’ new summer pop-up in NYC - Do its customers care?

American apparel brand SKIMS is all set to host a summer pop-up shop at New York City’s Rockefeller Center. Open through May 29, 2023, the activation is the Kim Kardashian-founded brand’s fourth such event and will sell items such as swimwear, cotton t-shirts and underwear packs.

We look at YouGov data to see what consumers feel about such activations.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - when it comes to ways in which brands engage with customers, 8% of the general US population like pop-up shops.

Profiles data shows that 54% of SKIMS’ current customers or those who would consider buying from the brand (i.e, SKIMS’ audience) say that they are “always aware of what pop-up events are near [them].” This group is also more likely than the general US population (28%) to agree with the statement.

Further, 57% of SKIMS’ audience agree with the statement that “pop-up events are just expensive Instagram opportunities.” Nearly half (47%) of the general US population agrees as well. 

Finally, SKIMS’ audience is also more likely than the general population to agree with the statement that “pop-up events are a waste of time” (44% vs. 35%). Conversely, 40% of SKIMS’ audience and 31% of the general population disagree with the statement.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Viktor Forgacs on Unsplash