Water work: H&M coasts towards pop-up retail

The temporary beach store, the result of a collaboration between H&M and water sanitation charity WaterAid, will sell a selection of beach essentials such as shorts, summer dresses and espadrilles. The items are only available in blue, to reflect the colour of water in the ocean. A quarter of the proceeds from sales will be donated to WaterAid.

The project is a great way of creating ultra-convenience in retail, and taking a specific range directly to customers. We explore this concept further in our recent Retail Trends market report, available to buy in The Future Laboratory’s online shop soon.