I love working the floor. When The Fashion Advocate was one of the largest online stores for sustainable fashion, we also had physical retail stores in Melbourne, and I loved every minute of every 12-hour day. They were a lot of work and a lot of labour, but they were also a lot of fun, and when you're building a small sustainable brand, they're a powerful way to grow.
When you're starting out, though, walking into a retail lease is a big responsibility and a big expense, so testing the waters with a pop-up shop for a short time is a smart idea. And when you do them right, pop-up shops can be magic.
They’re a chance to meet your customers in real life, to share your story face-to-face, and to make meaningful connections that last well beyond one transaction.
So, how do you do pop-up shops right? The trick isn’t about spending more, or having the flashiest setup. It’s about spending smarter. Knowing what to prioritise. Having a plan. Creating a presence that feels like you, but also invites people in.
I’ve pulled together ten practical tips to help you run a pop-up shop that’s not just cute but actually converts. One that builds brand loyalty, drives sales, and gives you great content and contacts for the long run.
Because if you're going to spend the time and money hosting a pop-up shop, there has to be a return.
1. Know what success looks like for you.
Is it sales? Email sign-ups? New stockist interest? Test-driving a new product? Get crystal clear on your goals before you plan anything else. You’ll make better decisions about how you set it up, what you bring, and how you talk to people when you know what you’re aiming for.
2. Make it easy for people to stay in touch.
Your brand name, Instagram handle, and website should be unmissable. Include them on your signage, receipts, swing tags, anywhere someone might look. Keep take-home touchpoints on hand like business cards, postcards, a QR code leading to your online store or an email sign-up. Don’t rely on their memory to find you. Make it easy to stay connected.
3. Design a setup that tells a story.
A strong visual presence doesn’t have to be expensive. Think in textures, colours, layers. Use what you have, like stools, mirrors, plants, tablecloths and mannequins to create warmth and character. Add signage that shares your values or your behind-the-scenes process. Small details go a long way in helping people understand (and remember) what makes you different.
4. Promote before, during and after. Promote, promote, promote.
A lot of the value in a pop-up comes from the buzz you build around it. Talk about it in the lead-up. Share your prep. Show your stall coming together. Film moments from the day. And keep the momentum going afterwards by posting highlights, customer pics, or lessons learned. Every pop-up is also a content opportunity.
5. Have something worth signing up for.
Not everyone will buy on the spot, but every person through your doors is an opportunity. Offer a little incentive for email sign-ups like a 10% discount for online orders, early access to your next collection, or a mini digital freebie. A strong list of interested customers is worth gold down the track. Customers don't have to 'buy now' to be valuable.
6. Be curious, not pushy.
No one likes being sold to. But people do love feeling seen. Ask open questions like, 'Is there a piece catching your eye?' or 'Are you shopping for something specific today?' or 'Are you new to sustainable fashion?'. Start conversations, not sales pitches. The more you learn about your customers, the better you can serve them. The secret of sales is not to sell.
7. Talk about your work like it matters (because it does).
Practice sharing your story and the ‘why’ behind your work. What inspired your latest collection? What’s special about your process or materials? You don’t need a polished script, just genuine passion. People remember how you make them feel, and they connect most when you share from the heart.
8. Create content while you're there.
Photos, videos, voice notes, testimonials, whatever you can gather. This is real-life proof that people care about your work. Ask customers if you can snap a photo of them wearing or trying on your pieces. Film a slow pan of your setup. Record your thoughts at the end of the day. These moments will fuel your socials and help you reflect.
9. Look after your energy.
Bring snacks, water, comfy shoes, a chair and layers. Trust me. Being on your feet all day is one thing, but being on your feet talking to people and being switched on can be really draining. So when you feel good, you show up better, and your presence is part of your brand. Your energy sets the tone, so prioritise your own comfort and calm as much as you do your display and set up.
10. Follow up and reflect.
Don’t just pack down and move on. Follow up with the people who signed up. Post a thank you. Review what worked, what surprised you, and what you’d tweak next time. Every pop-up is a learning moment and the insights you gain are part of the return on your investment.
Pop-up shops can be scrappy and simple and still be wildly effective. You don’t need a polished booth or a full team; you just need an authentic presence, good promotion, purpose, and a willingness to show up for your brand in real time.
Whether you sell 50 pieces or five, you’ve planted seeds. You’ve gathered content. You’ve connected.
And in this world of fast fashion and short attention spans, that kind of real connection is something special, so make the most of it.
Claire x
