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Pop-Up Stores As a Phenomenon in Event Industry

Today’s market is over-saturated and we now see a situation when offer exceeds demand. The availability of products leads to the fact that buyers do not show loyalty to a particular brand. Retailers understand this and try to stand out. There are new formats of stores – showrooms, pop-up and hybrid stores that showcase products and entertain visitors. Today we talk about pop-up stores: how they differ from traditional stores and what are their main advantages.

pop-up stores

What is a Pop-Up Store

Pop-up store or pop-up shop is a temporary outlet the main goal of which is to increase the reach of the audience, test new markets and increase sales. Usually buyers go to store themselves but in pop-up stores they come to buyers, appearing wherever the customers need it.

Pop-up stores tend to appear without warning, creating a buzz about them, and then disappear, adding a sense of exclusivity to brands that pop-up stores represent. Thus, the appearance of pop-up shop turns into a memorable event.

Pop up format becomes a trend in retail, especially for the fashion industry. Buyers can have a small “performance” – a bright and memorable period of sales, which guarantees the exclusivity of the acquired items, since the time period of the work of pop-up store is limited.

The history of a pop-up store as a format of brands’ presence at unusual place has been around for more than 10 years. In the early 2000s, the first pop up format was presented by Vacant store in Los Angeles. Pop-up store of this brand was opened only for a few hours exactly at the time of sales. Later pop-up store of this brand began to roam across America, attracting the attention of local residents.

Pop Up Shop

Location

A pop-up store can be located at absolutely any place – from the usual trade centers, and trade show events, parks, streets, museums and galleries to even beaches and other places where a store can reach target audience. The most important that at the place where the pop-up store appears there were no stores of the brand and thus the occurrence of a store is a surprise for the audience.

Sometimes shops do not tie to any particular spot at all. For example, London Fashion Bus is a constantly touring showroom that presents the works of more than 40 designers. A uniquely converted double-decker bus brings design clothes to all areas of Britain where there are no fashion boutiques, giving designers the opportunity to expand the audience.

Benefits of Pop-Up Stores

Pop up shops offer many advantages. They allow an organizer to experiment on the interior, the choice of products, invite different designers, change the space turning it into a fashion museum, without fear of failing or going bankrupt. Among other benefits are:

  1. Become one more point of contact of the brand with its audience
  2. Thanks to the unexpected placement, make the contact memorable;
  3. Due to non-standard format and design, it evokes vivid emotions;
  4. It attract interest thanks to a limited offer, both in terms of assortment and time of presence.

Nevertheless, the main goal of opening a pop up store is not increase in sales. It is rather the brand recognition and emotional impact on the buyers from visiting such a store.

Undoubtedly, pop up stores are a format of the future. They have gained a huge successful because of being inexpensive and popular option for both beginners and famous brands.