Something that keeps popping up onto our radar (especially during the gift-giving season) are luxury brand Pop-Up stores.
A particularly interesting article by Newsweek, Shop Till You Pop, discusses this increasingly popular phenomenon. Some of the luxury brands mentioned include:
- Louis Vuitton (pop-up store in London’s Selfridges)
- Prada (store in Paris's Place Beauvau)
- Gucci (seven stores in places like Miami Beach, Tokyo and Hong Kong)
- Hermes (London)
Linda Hewson, Head of Creative for Selfridges, said, "Pop-up retail is a different take on the whole limited-edition concept. It causes a stir, then disappears, and people are really fascinated by that."
Also, in our October 23 MO Down, pop-up stores were promoted as a way of reducing shoppers’ guilt as “the idea is that pop-ups may not activate the psychological barriers that prevent shoppers from entering traditional stores.”
Our new take on pop-up stores is that it has been a marketing buzz word for the past few years, but to do it properly, it generally costs brands a lot of money, particularly Prada’s pop-up store in Paris, which would have cost a small fortune. So the brand has to be sure of the return on investment within their marketing budget, given it is a brand-building exercise...