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Interview of Lara Oliveras on the Zytto Socks pop-up store in Barcelona

BestPopUpStores : can you present us your company ?

Lara Oliveras : Zytto Socks is one of the first incubator projects for different online shops created by Marc Vidal (@marcvidal) and Lara Oliveras (@laraoliveras), thus generating an entire ecommerce ecosystem using the latest technology, marketing online and strategic social media to widen our consumer market and digital sales.The philosophy is to sell our colorful and crazy socks world wide to gents and ladies offering highly competitive quality socks.

Every four months I design  ( Lara Oliveras) a new collection, inspired by the market trends, using colour therapy and incorporating shapes and forms.This season’s collection “Step out in colour”  (the one in the pop up store in Barcelona) aims to brighten up your life with every step you take. Bringing a smile to your face from the moment you put them on “live life in colour”J

BestPopUpStores : What are the reasons behind launching this pop-up store? What is the role of the pop-up store within the marketing strategy of the company ? Which goals are you trying to achieve?

LO : Marc Vidal, the co-founder, is one of the most reputable and sought after speakers/writers on the topic of Digital Economy and Social Networking, in Spain and Latin America he always wears Zytto socks whether he is wearing a suit or more casual attire being a distinguishing accessory of his personal branding in social networks.

This is our reason for wanting to create Pop up stores, to widen our market, reaching retail and individuals alike.

Ensuring brand awareness to complement our existing ecommerce market.

Trying to embrace the traditional market economy selling our product through Pop up and Retail stores.

BestPopUpStores : How was the conception and the realization of the pop-up store carried out ? Were you helped in this process or was everything done internally? How did you decide on the duration and localization of the pop-up store?

LO : Zytto socks is a company based in Dublin, inspiring our colourful Georgian Doors theme for our First pop up Store. Dublin is well known for its Iconic Georgian doors, all of them full of colours.  (http://www.irishcultureandcustoms.com/ALandmks/DoorsofDublin.html )

A rain of colour socks simulating the Irish rain all over the pop up Store. At the showcase I wanted to simulate a shower of Zytto socks, because every step you make it can be full of colour step,  even if is a rainy or misty day.

This POP Up store was located in Barcelona in the district of “El Born”, an artistic edge with ties to a noble past. Once a seaside property for medieval aristocracy, this neighbourhood now hosts a thriving creative community, therefore it was the perfect location for us!

BestPopUpStores : According to you, what are the advantages and disadvantages of a pop-up store ? Are you satisfied with the results achieved (or being achieved) and which conclusions do you draw of this initiative ?

LO : The disadvantages are very little but for us, was all the logistics of products and merchandising associated, all was send from Dublin, you never know if you are going to run out of stock! And increases de cost.

Despite this small disadvantage, it is important for an ecommerce company to reach the mass markets and getting feed back with reference to brand awareness, product quality and popularity.

Obviously we are very happy with the overall result, and hoping in the near future to undertake more Pop Up stores around Europe.

Fashion influencers visit us, an example is: The guest Girl: http://www.theguestgirl.com/2015/03/zytto-socks/

And I’m very happy because you are making me this fabulous interview, without the Pop Up we would not be here talking to each other!


Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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