Poshmark opens a laundromat in SoHo
The resale marketplace turned a storefront into "Poshmark Dry Cleaners" for its "Try Yourself On" campaign.
Poshmark turned a SoHo storefront into "Poshmark Dry Cleaners," a laundromat-style pop-up built around its "Try Yourself On" campaign. A VIP night on September 12 featured Elizabeth von der Goltz, and a consumer day followed on September 13 with raffle claims, according to Event Marketer. The agency was nice&frank.
A laundromat is a smart set for a resale brand. Clothes go in, clothes come out, and something that looked finished gets a second life. The room says "pre-owned" without using the word, which matters in a category still working to make secondhand feel like a first choice.
The campaign line carries the rest. "Try Yourself On" invites shoppers to treat a purchase as an identity, and a pop-up with a raffle gives them a reason to show up in person and test the idea. Two days, two audiences, and one set that explains the business at a glance.
Resale brands often live entirely on a screen. A physical stunt during fashion week gives Poshmark something a listing page cannot: a place to stand.
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Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
