Pop-Up to Permanent: What Fenwick & Selected’s Omnichannel Moves Teach Lingerie Retailers

Pop-Up to Permanent: What Fenwick & Selected’s Omnichannel Moves Teach Lingerie Retailers

Hook: If your biggest ecommerce pain point is customers who can’t find the right fit online — leading to high returns, low conversion, and missed loyalty — you’re not alone. In 2026, lingerie shoppers demand fit confidence, inclusive options, and discreet, seamless experiences. Fenwick’s expanded partnership with Danish brand Selected — a 2025–26 omnichannel activation that moved from pop-up experiments to deeper, ongoing collaboration — offers a practical playbook. Here’s how lingerie retailers can borrow and scale three proven tactics: virtual fit, appointment shopping, and integrated inventory to turn try-ons into lasting purchases.

Why this case matters now (the 2026 context)

Late 2025 and early 2026 saw a decisive shift: consumers expect digital-first fit tools but still value in-person validation. Retailers who mix both — testing in pop-ups, validating technology, then committing to permanent in-store features — win. The Fenwick–Selected collaboration showcases this path: a department-store brand using curated activations to drive footfall, test technologies, and tune operations before committing long-term. For lingerie brands, that phased approach reduces risk while prioritizing the exact thing shoppers care about most: fit.

Topline lessons from Fenwick & Selected — distilled for lingerie brands

From the activation, three strategic moves stand out and are immediately actionable for intimates retailers:

• Use pop-ups to pilot integrated fit tech and human-led experiences.
• Pair appointment shopping with live video demonstrations to increase fit confidence.
• Sync inventory across channels to route the right sizes and reduce return rates.

How the pop-up became a lab

Fenwick’s pop-up approach allowed Selected to test product assortments, trial AR or 3D fitting tools, and evaluate appointment models without reconfiguring the permanent store. Lingerie brands can copy this: a short-term activation gives you measurable KPIs (footfall, appointment conversion, return delta) and the chance to iterate quickly. Use pop-ups as a live A/B test lab for fit tech and service concepts.

“Treat pop-ups as experiments, not window dressing.”

Deep dive: Virtual fit — what to implement and how

Why virtual fit now

By 2026, shoppers expect accuracy from online size recommendations. Technologies matured rapidly in 2024–25: AI-driven size engines, improved body-scanning via smartphone cameras, and AR overlays that let a customer visualize fit and coverage. The Fenwick activation leveraged digital demonstrations alongside in-store touchpoints to bridge the trust gap — lingerie brands should do the same.

Practical virtual fit stack (actionable)

1. Size recommendation engine: Integrate an AI model trained on your returns data and product-specific fit attributes (band stretch, cup depth, fabric give). Use a third-party provider if you lack data science resources.
2. Smart measurement capture: Offer a low-friction mobile measurement flow: optional 3-5 photos or a guided tape measure input. Emphasize privacy — delete raw images after processing.
3. AR try-on overlay: Provide a visual simulation of coverage and support. For lingerie, focus on silhouette and proportion rather than perfect pixel accuracy.
4. Confidence signal UI: Present a clear confidence score and explain why (e.g., “80% confidence: matches customers with similar measurements who bought size 34D”).
5. Data feedback loop: Route post-purchase fit feedback into the model (fit good/bad, returns reason) to continually refine recommendations.

Implementation checklist

• Audit your returns by reason — prioritize fixes for “doesn’t fit” over other return reasons.
• Choose a vendor with privacy-first data policies and device-based processing options.
• Test in-store before wide rollout: let staff use the tool during fittings at pop-ups or appointment sessions.
• Set a 6–12 month roadmap: pilot (3 months), iterate (3 months), scale (6 months).

Appointment shopping: human-led conversion in a digital-first world

Why appointments work for intimates

Appointment shopping reduces stress, increases trust, and raises conversion. In the Fenwick–Selected activation, curated time slots and private fittings created a premium, educational experience that converted at higher rates than walk-ins. For lingerie, where fit is intimate and sizing nuanced, appointments let you pair tech-driven recommendations with human expertise.

How to design an effective appointment program

• Offer tiered appointments: Quick-fit (15 mins), deep-fit (30–45 mins), and VIP (60+ mins with styling). Price or gate premium tiers to manage demand.
• Hybrid booking: Allow online reservation with the option to add a virtual pre-fit consultation (video) so the in-person slot is optimized for try-on, not discovery.
• Staff training modules: Teach fit geometry, inclusive sizing, language sensitivity, and cross-selling tactics. Tie training to measurable KPIs (appointment-to-sale %, average basket).
• Ready-to-try bundles: Pre-pick 3–5 sizes/styles per appointment based on the virtual fit profile to minimize friction.
• Follow-up flows: After the appointment, send a personalized video recap and videos of how garments looked in-store; offer a short window to purchase online with free returns to close the sale.

Operational tips

• Use scheduling software that syncs with inventory so appointments reserve specific sizes automatically.
• Track conversion per appointment type and optimize appointment length and staffing.
• Offer discrete pickup and packaging to address privacy concerns for intimate purchases.

Inventory sync: the backbone of fit conversion

Why integrated inventory matters

Customers lose trust when the website shows a size in stock but the store doesn’t. Fenwick’s activation emphasized cross-channel visibility: consumers could reserve or ship items between channels. For lingerie retailers, integrated inventory directly improves fit outcomes by making the exact size available where and when the customer wants it.

Inventory strategies for better fit outcomes

1. Real-time stock visibility: Implement a unified inventory layer (middleware) that provides single-source availability across ecommerce, POS, and appointment systems.
2. Smart fulfillment rules: Prioritize shipping from the nearest store with the requested size to reduce lead times on reserved fits.
3. Reserve-to-try: Allow customers to reserve sizes for appointments or pop-up visits; automatically release unclaimed reservations after a short window.
4. Cross-store exchanges: For fit-miss returns, offer to ship the correct size from another location with prepaid return shipping for the original order.
5. Inventory analytics: Use fit-driven demand forecasting: products with higher fit variance should carry broader size assortments in-store and online.

Metrics to track

• Fit conversion rate: % of customers who purchase after trying or using virtual fit.
• Return rate by reason: Track “size/fit” separately and aim to reduce it by X% in 6 months.
• Appointment-to-sale conversion: Revenue per appointment and AOV uplift.
• Inventory fill rate: % of reserved items successfully fulfilled at pickup or appointment.

Live try-ons and video demonstrations — tactics that close sales

Fenwick & Selected’s omnichannel activation used live demos to demystify fit and fabric. Lingerie brands should amplify this with structured content and real-time demos to increase shopper trust.

Content playbook

• Short demo clips: 30–60 second videos showcasing fit on diverse body types, posted to product pages and used in appointment follow-ups.
• Live-stream fittings: Host scheduled live try-on events from pop-ups, allowing viewers to ask fit questions in real time and reserve items shown on stream.
• Staff video notes: After an appointment, send a short, personalized clip from the fitter summarizing sizing and recommended SKUs.
• UGC integration: Encourage customers to share honest fit videos with standardized prompts; moderate and reuse top content in product pages.

Compliance, inclusivity, and trust

Make sure every visual reflects inclusive sizing, and label footage clearly. In 2026 shoppers penalize brands that over-edit or misrepresent fit. Be transparent about stretch, coverage, and ideal body shapes for each product.

Operational roadmap: how to move from pop-up to permanent

Follow a staged approach that mirrors Fenwick’s measured rollout:

1. Phase 1 — Experiment (0–3 months): Run a pop-up with virtual fit trials, appointment slots, and real-time inventory sync for a curated assortment. Collect KPIs.
2. Phase 2 — Iterate (3–9 months): Refine technology, adjust staff workflows, expand appointment caps, and introduce live-streamed demo events based on data.
3. Phase 3 — Scale (9–18 months): Convert successful pop-up elements into permanent services: booking desks, in-store measurement kiosks, and integrated inventory rules across stores and ecommerce.
4. Phase 4 — Optimize (Ongoing): Continuously A/B test UI confidence signals, appointment bundles, and fulfillment options to improve fit conversion and lower returns.

Estimated budget buckets (high-level)

• Tech (size engine, AR overlay, inventory middleware): moderate to high, but scalable with SaaS.
• Staff training and specialist hires: moderate — invest in fit specialists early.
• Pop-up ops and merchandising: low to moderate — treat as marketing budget with measurable ROI targets.
• Content production for live demos and UGC moderation: low to moderate — prioritize authentic footage over glossy campaigns.

KPIs that matter for fit-driven omnichannel activations

• Fit conversion rate (try/virtual-fit to purchase)
• Return rate for fit-related reasons
• Appointment conversion and revenue per appointment
• Inventory accuracy (reserved vs fulfilled)
• Customer satisfaction (NPS and post-fit feedback)

Future predictions: what’s next in 2026–2028

Expect these trends to accelerate:

• AI personalization becomes standard: Fit engines will leverage federated learning across brands for better recommendations while preserving privacy.
• Video-first commerce: Live try-ons and short-form fit clips will increasingly drive discovery and conversion.
• Seamless hybrid experiences: Appointment shopping will be packaged with subscription try-on boxes and faster cross-store fulfillment.
• Increased regulatory focus on data privacy: Brands must prioritize opt-in, minimal retention, and clear deletion policies for body images and measurements.

Quick start checklist for lingerie retailers

• Run a 4–8 week pop-up to validate virtual fit tools and appointment flows.
• Integrate a size-recommendation engine and collect post-purchase fit feedback.
• Launch appointment tiers and reserve-to-try inventory rules.
• Produce short, authentic live-try-on videos for product pages and appointment follow-ups.
• Measure fit conversion and aim to reduce fit-related returns by at least 20% within 6 months.

Closing: the business case

Fenwick & Selected’s omnichannel activation demonstrates an effective loop: test with pop-ups, pair tech with human service, and operationalize inventory sync. For lingerie retailers, the outcome is straightforward: higher conversion, fewer returns, better customer lifetime value. The investment pays off not just in immediate sales but in trust — the currency of intimate apparel.

Actionable takeaway: Start with a focused experiment — choose one flag product family, run a pop-up with virtual fit + appointment slots for 6 weeks, and measure fit conversion and return rate. Use the data to decide whether to scale to permanent services.

Call to action

Ready to turn pop-ups into permanent fit wins? Schedule a free 30-minute audit with our intimates retail team to map a pragmatic omnichannel roadmap tailored to your assortment, tech stack, and store footprint. We’ll help you prioritize the three high-impact moves — virtual fit, appointment shopping, and inventory sync — so you convert more shoppers into loyal customers.

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