For Zady, the holiday pop-up is a step towards a permanent brick-and-mortar location, but it's also indicative of a broader industry-wide trend. As Business of Fashion reported in September, fashion brands are increasingly prioritizing their airside presence (there's nothing quite like a captive audience, just ask SkyMall).
LVMH, which has long occupied sizable airport real estate with its duty free empire, DFS Galleria (acquired in 1996), now sees the airport also as a branding platform, not just a high sales density retail space. The conglomerate recently installed large digital screens displaying ads for its prestige brands (Louis Vuitton, Dior, Marc Jacobs) at Kennedy International Airport.
The luxury giant is also trying a more nontraditional approach to airside marketing: Benefit Cosmetics (an LVMH subsidiary) recently installed a series of Glam Up and Away kiosks (vending machines designed to look like pink buses) at major U.S. airports.