CONCEPT CASE STUDY
Why Second-Tier Cities Are the Secret to Pop-Up Success
Pop-ups have experienced a surge in popularity post-COVID, with brands spending upwards of $250,000 to stage immersive activations in top-tier markets such as New York, Los Angeles, and Miami. However, as competition for attention in those cities intensifies, the most astute brands are shifting their focus: looking to second-tier cities where untapped audiences are eager for connection.
This case study breaks down how second-tier city activations deliver impact, featuring American Eagle’s Nashville pop-up as an example.
The challenge…
In cities like New York, dozens of pop-ups can overlap in a single week, especially around high-profile events like Fashion Week or Art Basel. Even with flawless production, brands risk being drowned out.
The challenge: How can a brand stand out in a crowded pop-up landscape while still delivering both short-term returns and long-term affinity?
The strategy…
The most effective solution is to look beyond the obvious. By using digital analytics, brands can identify second-tier cities that already have strong consumer demand but limited access to in-person brand experiences.
Analyze traffic and sales: Which cities outside NYC, LA, and Miami are driving web visits and conversions?
Understand demographics: Where are your top customers concentrated?
Tap into local culture: What resonates in Dallas may not resonate in Denver. Local partnerships create authenticity.
The Execution: American Eagle in Nashville
Earlier this year, American Eagle proved the power of this strategy with its “Blue Jeans and Biscuits” pop-up in Nashville. Instead of another SoHo activation, the brand leaned into Music City culture, blending denim heritage with Southern hospitality.
Lifestyle immersion: Guests enjoy comfort food alongside exclusive denim drops, stepping into a brand lifestyle that feels distinctly Nashville.
Cultural relevance: The event produced an elevated shopping moment and celebrated how AE fits into local identity.
Exclusivity: By anchoring the event in Nashville’s cultural energy, AE positioned the pop-up as the must-attend experience of the weekend.
The results…
The Nashville activation illustrates the upside of a second-tier city approach:
Cultural ownership: American Eagle avoided competing with dozens of overlapping pop-ups by creating a one-of-a-kind event in a less saturated market.
Earned media: Attendees amplified the event online, driving organic reach and FOMO.
Brand affinity: AE deepened loyalty by embedding itself into Nashville’s cultural fabric, as opposed to just staging a retail experience.
Key takeaways…
Don’t compete for attention, create it. Second-tier cities allow brands to own the conversation
Localization drives connection. Food, music, and cultural references turned AE’s pop-up into a community event.
Digital + physical = a winning formula. Online amplification ensures the story extends beyond a single weekend.
The details matter. Cohesive branding, thoughtful guest flow, and exclusive takeaways elevate temporary builds into lifestyle statements.
What this means for PR firms…
For PR and experiential agencies, the second-tier city strategy offers a competitive edge. Rather than pouring budgets into oversaturated markets, firms can:
Deliver clients a unique positioning as cultural leaders in untapped markets
Strengthen long-term client relationships by proving ROI that goes beyond short-term sales spikes
Build leaner, smarter partnerships with local venues and influencers that stretch budgets further
Own the narrative, for both the brand and the city
The American Eagle Nashville pop-up proves what many brands are starting to realize: the future of experiential marketing doesn’t always live in New York or LA. Pop-ups are about creating belonging wherever your customers are.
Source: The secret to a successful pop-up event with 3 industry leaders, plus news, Glossy