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Pop-up retail (pop-up shop in the UK) is the trend of opening short-term sales spaces. Pop-up stores pop up and then disappear a few days or weeks later, generally using vacant spaces such as retail and office spaces, lofts and warehouses. The format carries a cool factor that attracts shoppers and creates buzz, the stores typically provide an entertainment factor, and they often cast a museum or art-gallery-like vibe — which is why a retail trend became a mainstream marketing tool.
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According to
Wikipedia, pop-up retail (pop-up shop in the UK), is the trend of opening
short-term sales spaces.
Generally
referred to as “pop-up stores,” the concept, which was once a
retail trend, has gone mainstream. These stores, which tend to “pop
up” and then disappear a few days or weeks later, generally utilize vacant
spaces such as retail and office spaces, lofts, warehouses, and beyond.
The
pop-up stores/temporary retail spaces tend to have a "cool" factor that
attracts shoppers, creates buzz and, in turn, generate lots of publicity.
The stores typically provide some type of entertainment factor for
shoppers, and they often cast a museum or art gallery-like vibe.
Many consider Target to be the pioneer of pop-up stores. To kick off Isaac
Mizrahi's collection, the cool and trend-conscious retail chain opened a
1,500-square-foot pop-up store in New York City's Rockefeller Center. At
holiday time one year, Target tied a barge emblazoned with its iconic
bull's-eye-logos to a pier in the Hudson River.
At a space across from Bryant Park in
New York City, Target opened up a pop-up shop with
UK retailer
Liberty of London. Since
these events tend to generate lots of buzz, the publicity factor has led
many other retailers to follow suit. Not limited to fashion, other
types of brands are also opening pop-up stores.
Belvedere Vodka utilized a sleek NYC space for
the launch of its pink grapefruit flavor.
Written by Regina Cooper for Apparel Search July 8th, 2010
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A pop-up works because it is temporary. A permanent store is background; a store that exists for a few days is news, and shoppers who might walk past a regular branch will queue for a space they can only visit this week. The entertainment factor and the gallery-like presentation turn shopping into attendance, and the photographs and coverage that follow are the real product for many brands — the sales inside the space are almost secondary to the publicity outside it.
Target is considered the pioneer: the Mizrahi launch at Rockefeller Center showed that a discounter could borrow the energy of a designer event, and the Hudson River barge showed how far the format could stretch beyond four walls. Once those events demonstrated the publicity return, retailers across price levels adopted pop-ups for collection launches, holiday selling and market testing. This entry was written by Regina Cooper for Apparel Search on July 8, 2010.
For publicity. The temporary, event-like format attracts shoppers, creates buzz and generates lots of publicity — Target's pop-ups for the Isaac Mizrahi collection and its Liberty of London collaboration are the classic examples, and many other retailers followed once the publicity value was proven.
In vacant and unconventional spaces: retail and office spaces, lofts, warehouses and beyond. Target opened a 1,500-square-foot pop-up in New York City's Rockefeller Center, tied a barge carrying its bullseye logos to a pier in the Hudson River at holiday time, and opened a Liberty of London pop-up across from Bryant Park.
No. Pop-ups are not limited to fashion — Belvedere Vodka, for example, used a sleek New York City space to launch its pink grapefruit flavor. Any brand that benefits from a launch event can use the format.