Pop-up retail

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Marmite pop-up shop in London
The Beatles double-decker pop-up shop in New York City
HBO Game of Thrones container pop-up in Los Angeles

Pop-up retail, also known as pop-up store (pop-up shop in the UK, Australia and Ireland) or flash retailing, is a trend of opening short-term sales spaces that last for days to weeks before closing down, often to catch onto a fad or scheduled event.

The modern trend of pop-up retail started in Los Angeles in the late 1990s, and went on to become used internationally, being particularly popular in the United States, Canada, United Kingdom and Australia. Pop-up retail was an increasing factor during the retail apocalypse of the 2010s, including seasonal Halloween retailers who operate stores in vacant spaces during the season. In 2018 the pop-up industry was estimated to be worth $50 billion.[1]

History

The term pop-up retail can be traced to the late 90s, although temporary retail options, such

street markets and fairs, have existed for centuries[2]
European Christmas markets, seasonal farmer's markets, holiday fireworks stands, Halloween costume shops, consumer expos, and event-specific concessions are other examples of temporary retailing.[relevant?]

The Ritual Expo was one of the first iterations of the modern pop-up retail store.[3] Not yet referred to as pop-up retail, the 1997 Los Angeles event was created by Patrick Courrielche and was later branded as a one-day "ultimate hipster mall.” The event quickly caught the eye of large brands that saw the potential of creating short-term experiences to promote their products to target audiences. AT&T, Levi-Strauss, and Motorola worked with Courrielche to create pop-up shopping experiences across the country to market their products to young audiences.[4][5][6][7][8]

In November 2002, discount retailer Target took over a 220-foot-long boat at Chelsea Piers for a two-week stay on the Hudson River that coincided with Black Friday.[9] Vacant, a Los Angeles, California based business specializing in pop-ups, arrived in New York in February 2003, working with Dr. Martens on a pop-up space at 43 Mercer Street.[10][11][12]

Song Airlines opened a pop-up shop in New York City in 2003. Comme des Garçons opened, for one year, a pop-up shop in 2004 with the 'Guerrilla Shop' tag. Trendwatching.com claims to have coined the term "Pop-Up Retail" in January 2004.[13] In November 2013, Samsung opened a pop-up shop in New York City's Soho area that worked as a brand experience space. The temporary pop-up space was extended and eventually became a permanent retail space.[14] In July 2015 Fourth Element opened the world's first underwater pop-up shop at a depth of 6 metres / 19 feet at TEKCamp.2015 in Somerset, England.[15]

Other brands that have developed pop-up shops as part of their campaigns include Kate Spade, Gucci, Louis Vuitton and Colette.

Pop-up Retail began extending into other genres around 2009, when the Pop-up restaurant - temporary restaurants popping up in various locations - began growing in public interest and frequency.[16] Just as car manufacturers are using the concept for the presentation and sale of new models. Suppliers of classic cars also offer vehicles in Classic Cars Pop-Up Stores.[17]

The trend is also widespread in the UK, where landlords have used the trend to fill vacant space.[7]

Newbury Street in Boston has recently become a hotbed for pop-up retail, hosting temporary storefronts for Martellus Bennett, Cotton, Kanye West and other local brands.[18]

Concept

The pop-up model is also used by artists. Here a building under renovation serves as a one-evening art exhibit in Boise, Idaho.

A pop-up retail space is a venue that is temporary: the space could be a

family friendly venues, often at restaurants or vacated retail establishments which do not routinely host musical acts; these ephemeral establishments are known as pop-up venues.[20]

There are various benefits to pop-ups such as marketing, testing products, locations, or markets, and as a low-cost way to start a business. Some pop-up shops, such as Ricky's and other Halloween stores, are seasonal, allowing brands to capture foot traffic without committing to a long-term lease.[21] Other brands use pop-ups to create engagement, such as Marc Jacobs Tweet Shop's exchange of "social currency" for free product,[22] and King and McGaw who used a pop-up to exhibit and sell prints from the Mourlot Studios in Soho, London.[23]

This concept has also spread into other countries such as Australia. For example, H&M Australia made pop-up stores in 2015 and Uniqlo did it in 2014 to test the market.[24][25]

See also

References

  1. ^ "The Magic of Pop-Up Shop Marketing". United States: American Marketing Association. October 1, 2017. Retrieved March 27, 2018.
  2. ^ What exactly is a pop-up shop? Nicholas Moore, thestorefront.com; retrieved 10 November 2023
  3. ^ Moore, Booth (1999-07-09). "Cutting-Edge Clothes and Music at Ritual Expos". Los Angeles Times. Retrieved 2022-07-15.
  4. ^ Baltin, Steve (October 2000). "Ritual in the Making, Creative Fields Converge To Form Ultimate Hipster Mall In A Nightclub Atmosphere". Chicago Tribune.
  5. ^ First U.S. Pop-Up Retail Stores, retrieved 2022-07-15
  6. ^ "Pop-Up Retail: Where Will It Go Next?". Business 2 Community. 2015-09-01. Retrieved 2022-07-15.
  7. ^ a b Kelly, Sean (April 2016). "Pop-Up Power". IN_retail.
  8. ^ Moore, Nicholas (April 2018). "What is a pop-up shop". Storefront.
  9. ^ Gray, Billy (2012-12-05). "On 10th Anniversary of First NYC Pop-Up, Retailers Look Back". Commercial Observer. Retrieved 2022-07-15.
  10. ^ "The Genius of Everything From Air Bags to Zip Lines". static01.nyt.com. Retrieved 2022-07-15.
  11. ^ Lazarovic, Sarah (March, 2003) Elle Canada. Are pop-up stores the hip new face of retail or a clever marketing ploy to fight consumer fatigue? http://www.ellecanada.com/living/shop-n-go/a/24980
  12. ISSN 0362-4331
    . Retrieved 2022-07-15.
  13. ^ "Acces all of TrendWatching's past Trend Briefings". www.trendwatching.com. Retrieved 2022-07-15.
  14. ^ "NYC's SoHo Serves as Testing Ground for Chobani, Samsung". Bloomberg.com. 2014-10-01. Retrieved 2022-07-15.
  15. ^ "Fourth Element Launch World's First Pop-Down Shop". www.linkedin.com. Retrieved 4 April 2019.
  16. ^ "Study Shows People Are Getting Even More Obsessed With Pop-Up Restaurants". HuffPost. 2015-04-10. Retrieved 2022-07-15.
  17. ^ "Classic Cars Pop-Up Store 2021 celebrates its second edition". Classic Trader Magazine International. 2021-02-09. Retrieved 2021-02-11.
  18. ^ "Pop Ups - Newbury Street Boston". Newbury Street Boston. Retrieved 2016-09-26.
  19. ^ Gregory, Sean (November 6, 2009). "Why Pop-Up Shops Are Hot". Time. Archived from the original on November 8, 2009. Retrieved November 22, 2009. Ricky's Costume Superstore in New York City was ready for Halloween
  20. ^ Jones, Katherine (2017-03-23). "Treefort Music Festival has music for all ages". The Idaho Statesman.
  21. ^ Bloomberg TV (May 2014). An Inside Look at the Pop-Up Retail Phenomenon
  22. ^ Gonzalez, Melissa (2014-12-01). The Pop Up Paradigm: How Brands Build Human Connections in a Digital Age. Lioncrest Publishing.
  23. ^ "Gorgeous rare posters by the likes of Picasso, Míro and Le Corbusier". It's Nice That. 5 May 2015. Retrieved 4 April 2019.
  24. ^ Cummins, Carolyn (2015-10-08). "H&M close to opening in Pitt Street mall". The Sydney Morning Herald. Retrieved 2022-07-15.
  25. ^ Wells, Rachel (2014-01-24). "Uniqlo gives Melbourne a sample of what is to come". The Age. Retrieved 2022-07-15.
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