The Era of Pop-up Stores

Adaption of temporary retail styles

A phenomenon that’s becoming more and more popular these days for all kinds of brands is the 'pop-up store'. Pop-up stores are temporary retail spaces that sell merchandise or an usual shopping experience of any kind. Pop-up stores are rekindling the attachment consumers had with high streets and shopping malls before the advent of online shopping. Especially for the fashion industry, as a store serves a great purpose in advocating sales by offering the possibility of touching fabrics, feeling the textures and seeing the colours of garments and accessories.

Alternative channels of shopping such as e-commerce websites, mobile apps and social media are turning away traffic from traditional brick-and-mortar stores. Brands are using the idea of pop-up stores to give an immersive and exciting experience to customers. Added to that is the quality of non-permanance, which heightens the sense of thrill from such an experience.

Through such temporary establishments, brands are able to reacquaint themselves with the current customer and assess the market. Simultaneously, customers enjoy the personal treatment experienced at such stores, bringing a human element to the otherwise tech-driven path of online shopping, especially in cases where brands do not have actual permanent stores.

Pop-up culture especially addresses to the demands and shopping behaviour of younger customers, who exhibit a dwindling attention span, shifting priorities and heightened spending power. They are drawn to the extraordinary and uncommon trait of such a store.

The recent pop-up activities by fashion brands have been documented in this report to demonstrate the rise of this phenomenon and the innovative methods used by brands to create a buzz.

Content

  1. Introduction
  2. Wide Adoption of Pop-up Stores
  3. Types of Pop-up Stores
  4. Pop-up Stores and High Fashion
  5. Online Pop-Up Stores
  6. Key Takeaways
 
Related Marketing Research