Gap's Piperlime gets a pop-up shop

Gap's online shoe, handbag and accessory store Piperlime, pops up at 93 Mercer Street for 25 days on September the 9th. It will also house Marc by Marc Jacobs and Frye styles for the fall. A great way for gap to penetrate the mainstream market popping up in such a key, trendy, artistic area.

When brands set up Pop Up shops they really need to be in control of stocking, as they're open for such a short period of time they will only have this short period to understand their market day to day. Under stocking could be a problem if they receive more attention than expected.

A styling loft is also going to feature in the Soho store, where customers will be able showcase their own styles and may also be in with of chance of having their outfit featured in the store. As Piperlime sponsors Project Runway, the cast will be appearing on September 10th.