Hong Kong fashion brand Necro Poon joins the pop-up revolution in TST’s The ONE

Necro Poon is a Hong Kong designer and founder of the Necro Poon fashion brand that ran a pop-up store in The ONE in Tsim Sha Tsui from 8 December to 7 January. The contemporary menswear brand gained considerable international attention for the unisex and menswear designs that embrace social and political themes. The designs are inspired by the concepts of global political awareness and contradiction, anchored in Necro’s own belief in liberty, independence and equality.

These concepts are expressed in the combination of avant-garde designs, different materials, and unique fabrication in his designs as a metaphor for the different elements that live side by side in society. But first and foremost, Necro places emphasis on clothing that is wearable and comfortable. He wants his designs to be accessible to everyone and make them feel fashionable and comfortable. Ultimately, he hopes sense of social concerns deeply instilled in the brand inspires the people that wear it.

With the pop-up in the TST mall, Necro was able to capture the seasonal Christmas sales boost while at the same time testing the local market with his new designs. Pop-ups are a very effective tool to test the market and see how people react to the brand without having to sign a long-term lease. This is an especially appealing value proposition in Hong Kong where high rents place an unnecessary burden on younger brands that are still building up a loyal customer base.

The Necro Poon pop-up shows that the many mall operators in Hong Kong also stand to benefit from the pop-up revolution. It provides a way for malls to build an element of seasonality into the retail mix and frequently change the shopping experience in a bid to keep shoppers engaged and wanting to return. It’s a win-win situation: brands can easily test new markets with low risk, malls have an offering that keeps shoppers coming back.

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