Pop-up retailing has been a go-to marketing technique for fashion brands. The trend allows for brands to increase awareness at a low cost and test out new markets.
The method of pop-up shopping helps to differentiate brands in an industry where 89% of them plan to compete based on customer experience. Pop-up experiences go beyond the traditional “brick and mortar” or “online only” stores. The experience provides consumers with the narratives “you can’t miss this” and “limited time only” to create a sense of urgency around a brand’s products. In order to keep customers attracted and ensure that pop-ups do not become another traditional form of retail, brands need to have a “unique hook”.
So let’s look at some examples:
This concept originally started in Japan, where Chanel used makeup tables in the style of game machines and customized arcade games to market their new products. They created original games to push their new product “Rouge Coco”, which was featured in many of the games. In “The Bubble Game”, visitors could actually use a crane machine to pick out select products.
This brand has experimented with pop-up shops for years. Their pop-ups have featured in-store baristas, barbers, and personal stylists. They have even created a customer loyalty program where customers could vote to get a pop-up shop in their city.
The luxury brand collaborated with Azuma Makoto to create a display for their 2016 Spring/Summer Collection. They challenged the concept of pop-ups by creating a mobile display, instead of a physical shop. The installation was created from an Italian car called an “Ape”. In addition to the flower theme, the pop-up shop had two types of limited addition Fendi bags and original flower bouquets designed by Makoto.
These examples of pop-up events and shops demonstrate the potential to diversify marketing techniques and reach out to customers in a unique way. This allows for brands to reach customers that may never have engaged with them. For example, the Coco Game Center could attract those interested in gaming who may never have shopped with the brand. As brands continue to compete for the retailing space and innovate new marketing methods, it will be interesting to see how luxury brands use their reputation to create new spaces and how upcoming brands try to make a name for themselves.