Canvas Lands End opens virtual pop-up
Dodgeville, Wis. -- Canvas Lands' End is reinventing the pop-up concept by taking it online with the first-ever blog-up shop. The result is Arrivals, a virtual pop-up shop series curated by eight well-known fashion and lifestyle bloggers. Each shop will function as its own mini e-commerce site and will feature fall and holiday looks styled by the blogger in his or her unique style that readers can purchase.
The shops will live on the individual bloggers' sites for a week and on the Canvas Lands' End site where all shops will be compiled. The first of eight Arrivals shops launched on Oct. 30, with shops continuing to roll out weekly through the end of the year.
The Arrivals shops will each contain three looks styled by the blogger. In addition, the bloggers will provide content to help shoppers put their own looks together. This will include a behind-the-scenes look at the bloggers' styling processes, their must-have pieces and tips on where to wear the look. All content within the shops will also be fully sharable with easily accessed links that enable people to post the looks on their social channels, including Pinterest, Facebook and Twitter; #CanvasArrivals will be used to help track the conversation.
Finally, in addition to supporting their Arrivals shop by hosting it on their sites, the partner bloggers will be pushing out the content through their own social channels and on subsequent blog posts.