Fox Holt

In-Person Experience

After starting as an e-commerce site, Fox Holt found itself overwhelmed in a noisy digital arena. Social media content, influencer marketing, and a strong website were good starting points, but over time, stopped driving the level of growth needed. Adding local and physical events created a higher-converting sales funnel for the fashion and home goods retailer.

Growth Goal

  • Location, location, location. It was vital to choose a location that matched the brand identity and attracted the right type of customers. As a luxury fashion and lifestyle brand, it made sense to be surrounded by other high-end retailers in an area that was walkable and accessible. River Oaks District in Houston was chosen as a space where target customers would already be gathered.

  • The timing matters. In Houston, fewer people are walking around the city during the summer months. On top of that, vacations and holidays make it difficult to ensure that customers and supporters are around for the event. Since a short-term pop-up shop with exclusive evening events was chosen as the experience format, it was critical to make sure the timing aligned with the maximum audience attention. The pop-up happened in the fall, leading up to holiday shopping.

  • A combination of activities keeps it from getting stale. Even though the pop-up shop lasted for only eight weeks, it was enough time for the initial opening crowd to dwindle. By adding exclusive and after-hours events such as a flower arranging class, a cocktail party, and a designer meet-and-greet, it kept a new group of customers coming to the store consistently.

Solutions

  • An eight-week pop-up shop with regular after-hours events was held in River Oaks District to bring the e-commerce marketplace to life.

  • Sales increased as customers were able to try on and purchase items in real-time.

  • The owners increased their personal networks and were able to put their personalities into the store and its products. Creating a more human connection with customers inspired local community building.

  • Digital followings and engagements increased as a new portal of content from the shop freshened feeds.

Results

This work was done while an employee of Fox Holt and as part of a team.