The Popular Pop-Up Shop
Why Pop-Up Shops Are Popping Up Everywhere
This form of marketing isn’t new. Target and Levi’s pioneered the idea. In 1999 Levi’s opened a temporary store in a New York City loft in 1999. Target opened a pop-up shop on a boat docked at the New York City Piers in 2002.
The Advantages of a Pop-Up Store
The popularity of the pop-up store grows every year. An abundance of cheap real-estate and the decreasing desire of shoppers to spend during the recession means that opening this kind of shop is a good idea for both landlords and retailers.
Retailers can use the store to test new products, try opening a shop in a new neighbourhood or area, or just to generate publicity. As rents are often cheap at the moment, opening this kind of store is usually not expensive. Some larger stores even offer space for free in order to show new products and attract more customers.
A pop-up store can often bring a huge boost to publicity for the company. The New Jersey Division of Travel and Tourism, for example, set up a temporary Jersey Shore Store, which probably earned them one million dollars worth of publicity!
Landlords usually like pop-up stores. The concept means that they can still earn rent while looking for permanent tenants. Landlords are likely to lose money if a street or mall in which they own property becomes too quiet. A new pop-up store will generate publicity and attract new customers to the area. It is likely to improve the popularity of the stores nearby as well by creating temporary excitement in the street.
Luxury Companies and Pop-Up Stores
Even luxury companies have used the concept recently. The theory is that the products will increase in value if the products are only available for a limited time. The pop-up store can also be a very creative way to use space.
The luxury company, Hermes, is going to open a pop-up shop in Liberty’s scarf room in London in September. The space will be a giant dressing-up box in which customers can try on the company’s new scarves and ties. Many of these have lots of different uses. The cravat-foulard, for example, can be a tie or cravat.
Boutique designers can also put the concept to good use. The designer Christos Garkinos opened a pop-up shop of his Decades Two clothes in New York in May.
He predicted that 1000 people would visit, but 2000 visited the store which was only open for four days.
The pop-up shop is certainly an excellent marketing idea for most retailers when the store is well-planned and placed in a suitable area.
Sources
Pop-Up Shops Looking Permanent
Target store
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