The Feiyue Mobile Unit recently payed the offices of HKLM a visit to showcase some of their latest shoe stylings and simultaneously show off their truck-turned-shoe store. The Mobile Unit falls into the category of pop-up where merchants use the mobility of their stores to more closely engage with their target market, as opposed to the traditional and more conventional fixed store operations. In this sense the goods are bought to the customer and not the other way round.
Another positive attribute to this form of mobile pop-up is that it allows the merchant to more accurately target their ideal clientele and enhance their brand reputation by choosing where to situate the unit and hence be cool by association.
The Feiyue team has been touring office parks in and around Johannesburg, as well as targeting the city’s youth market by situating the unit at venues such as the Neighbourgoods Market in Braamfontein and Arts on Main in the Maboneng Precinct.
Keep a look out for the unit in and around the city!
