Tuesday, 22 December 2009

Luxury Brands Are Passionate About Pop-Up Stores – 22/12/09

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...

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Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au