Traditionally, retail units were built to last. When their owners invested in display equipment and other resources, they did so on the basis that they would be occupying the shops on a long-term basis. This is still the case in most stores. However, there is a rising trend for temporary retail outlets.
Known as pop-up shops, these outlets often feature eye-catching and unusual displays designed to grab the attention of passersby. They can be used by a range of different companies, and for a plethora of purposes. Sometimes, firms utilise the temporary trading space as a way of testing market demand for their goods. In other cases, web-based companies attempt to raise consumer awareness of their offerings and create a stronger brand presence by engaging with consumers on the high street.
These stores, complete with their display products, can also crop up during busy trading periods. For example, in the run-up to Christmas, many firms may occupy pop-up outlets in a bid to boost their sales.
Meanwhile, it seems as though the phenomenon of pop-ups is here to stay. Commenting on the outlets, a Fashionista article said: “Ten years ago, pop-up shops were wholly considered a passing trend. Yet nearly a decade after Comme Des Garçons designer Rei Kawakubo launched her ‘guerrilla’ stores in cities across Europe, the concept is still going strong.
“That’s mostly thanks to the influx of retail brands rooted in e-commerce, which use temporary locations as a way to reach brick-and-mortar audiences. Yet their approaches vary drastically.”
The news source went on to draw attention to some specific uses of temporary retail spaces. For example, it pointed to socially conscious e-commerce site Zady, which launched this summer and has used LaGuardia Airport in New York City as the location for its first even pop-up shop. It is set to remain in place until January 4th. The firm is planning to capitalise on the trade of people who are in search of last-minute festive gifts.
Commenting on the company’s motivation for establishing the store, Zady co-founder Soraya Darabi said: “Online, it’s more of a self-selecting audience. Here, we’re crossing paths with all sorts of people with a fresh point of view.”
Meanwhile, affordable jewellery site BaubleBar has used two pop-ups over the last 18 months and has two more in the planning stages. The firm’s director of purchases Julia Straus said: “After people have the opportunity to touch and feel the product, they’re definitely more likely to shop on the site. It’s become about customer acquisition.”
Regardless of the location or purpose of pop-ups, it is vital that the firms behind them plan the ventures carefully. They have a limited period of time to get things right and to make a positive impression on consumers.
This means it is really important that they think about their retail displays. The good news for bosses is, it is now simple to source the relevant supplies online. Whether they are on the lookout for plastic display items or anything else, all they need are a spare few moments and a web connection.
