Harlow | Pop-up Shops!
TFIA Members Harlow have some amazing Pop-up shops planned over the next few months and you are all invited! Take a moment to read about the Harlow label, their commitment to local manufacturing and focus on providing women across Australia with a premium, boutique, shopping experience.
A shrinking manufacturing industry and the decrease of independent plus fashion stores might have deterred many from launching their own label but for Australian fashion label Harlow, the determination to provide women with an alternative to buy quality Australian fashion has driven their business.
Established in November 2012 by husband and wife team Angelo and Kerry Pietrobon, Harlow has managed to keep manufacturing firmly in Australia with its denim, dresses, tops and quality fashion range catering to woman size 12 -24 being produced in Melbourne’s northern suburbs.
“Everyone we know thinks we are crazy. No sane person in this era invests their life savings in developing and manufacturing a brand in Australia, where the number of distributors for independent labels is next to none and with no storefront. But we were determined to keep the manufacturing close, where we could, build solid relationships with our manufacturers, and oversee first-hand the processes, ensuring that our garments are of premium quality. It’s important to us to deliver to our customer something she doesn’t get elsewhere, timeless fashion that will last, and we have stuck to our beliefs, ” explained Harlow’s Design Director , Kerry Pietrobon.
It’s this lack of boutique retail outlets that has Harlow dipping its toe into a retail space. “Over time we’ve realised that to flourish we need to have not only a strong online presence but a physical one as well. The internet has not been the salvation that direct to public designers were promised 5 years ago.”
The Harlow Team by popular demand have ventured into bricks and mortar POP UPS which allow them to offer clients the full retail experience. “In the past Pop ups have predominant been used to clear old stock, Harlow are taking this concept and instead using it to showcase their greatest and latest in a true “boutique retail experience”. These pop ups will be set in Harlow style to enable the customer to experience Harlow at its best, allowing them to see up close and personal the quality of manufacture, fabric and the attention to detail in fit and silhouette. This simply doesn’t come through on a screen."
Harlow’s thinking is in line with the Omni-channel retailing trend being embraced by the industry – servicing customers through multiple mediums – shops, web, apps, events, pop-ups.
For its first boutique retail experience where a ‘real shop’ will be developed, Harlow have chosen Smith Street, within a stone’s throw of independent fashion hub Gertrude street as its first store location. “We wanted a street that understood start up’s and also had established shopping destinations. The Black façade of the building also works well with our edgier ‘rock chick’ style and our quintessentially Melbourne vibe.”
Harlow Pop Up Store Details:
"Bringing the essence of Harlow, a premium boutique shopping experience direct to the consumer. Our aim within our business is to make women’s live richer, by bringing them solutions to their fashion issues, giving them options that fit both their bodies and their personalities, showing them that they are worth it!"
MELBOURNE | 35 Smith Street, Fitzroy | 4th - 8th May
VIP Opening Night Wednesday 4th May 6pm – 8pm
SYDNEY | 19th-22nd May | 14 William St, Paddington
BRISBANE | Early June
Looks set to be a great series of pop-up shop events. Want to find out more? Head over to the Harlow Website HERE.
Thanks for Reading!