In 2010 Pop-up Marketing founder, Rebecca Fitts, co-created Imilla Road, a company which “popped” up once a month in a different part of New York City, offering in-season and affordable apparel and accessories, while also acting as a co-op for new and emerging designers. Imilla Road’s success was ahead of the retail pop-up curve and the idea for Pop-up Marketing was born after Fitts recognized the demand from retailers and consumers looking for new and unique shopping experiences.
Rebecca Fitts’ experence creating pop-ups from scratch includes finding spaces to maximize exposure, merchandising the space, staffing, producing a successful launch, managing the breakdown and everything else in between. She has over a decade of experience in conceptualizing and implementing public relations and marketing campaigns for major and emerging brands.
She also is an Adjunct Professor at the Laboratory Institute of Merchandising (LIM) a small liberal arts college in the heart of Manhattan that distinguishes itself with the tagline “LIM Where Business Meets Fashion.” As a member of the Marketing & Management Department she teaches Branding, Integrated Marketing and Licensing. She also teaches at the Fashion Institute of Technology (FIT) SUNY, Brooklyn College CUNY and the Baruch in the business, marketing and management departments.
Ms. Fitts consulting specializes in the fashion, retail and accessory markets. Her clients have included, the Lower East Side Business Improvement District, Follis New York, Betsey Johnson, Christian Francis Roth, John Allan’s Clubs, Vera Wang Fine Jewelry Ltd., Scott Kay Sterling, Yeohlee, Levis Strauss & Co., ABS by Allen Schwartz and Mouawad USA, among others.
Rebecca previously was the Director of Public Relations at national retailer Steve & Barry’s, who built their brand on offering quality clothing at affordable prices. She played an integral part in its Celebrity and Licensing Division, launching several celebrity partnerships. Ms. Fitts also acted as National Spokesperson for the brand and appeared on national, regional and local morning television shows. Rebecca was involved in opening over 200 of the firm’s 300 stores and managed a staff of junior publicists. Brands launched included: Wonderwall by Laird Hamilton, EleVen by Venus Williams, Dear by Amanda Bynes, Big Ben by Ben Wallace and BITTEN by Sarah Jessica Parker.
Prior to Steve & Barry’s Rebecca worked on several major brands as in-house PR counsel, including Playboy, where she worked in the Global Licensing Division representing its products and branded concept boutiques around the world. In addition she joined Tache USA, a jewelry manufacturer and diamond house, to launch a men’s jewelry collection, and Vera Wang, where she spent several years working closely with the designer and CEO to grow the business into the company it is today, leveraging both media and licensing agreements.
Ms. Fitts has worked at two innovative public relations agencies, Dan Klores Associates and Euro RSCG Middleberg. She got her start in public relations working on the Program and Counsel staff for the Speaker of the New York State Assembly, Sheldon Silver. She parlayed this experience into the not-for-profit world working for The Natural Resource Defense Council and The Partnership for the Homeless before entering the private sector.
Rebecca holds a Bachelor of Arts in Public Affairs from the State University of New York at Albany and a Masters of Science in Environmental Management and Policy from Rensselaer Polytechnic Institute.