“Pop-up retail, also known as pop-up store (pop-up shop in the UK) or flash retailing, is a trend of opening short-term sales spaces in the United States and the United Kingdom.
A pop-up retail space is a venue that is temporary — the space could be a sample sale one day and host a private cocktail party the next evening. The trend involves “popping-up” one day(for example ((jome bazaar)) in iran), then disappearing anywhere from one day to several weeks later. These shops, while small and temporary, can build up interest by consumer exposure. Pop-up retail allows a company to create a unique environment that engages their customers, as well as generates a feeling of relevance and interactivity. They are often used by marketers for seasonal items such as Halloween costumes, Christmas gifts and Christmas trees, or fireworks.[1]
The term is often applied to shops offering items of apparel, where the shop is intended less to transact profitable sales than to promote demand for the goods and thereby produce profitable business at other locations, or in modes other than walk-in stores.” - From Wikipedia, the free encyclopedia
Some also call it “Shop n Go”. Whatever name you choose to call it, it is a blend of traditional retailing with event marketing. This original concept was based on Japanese consumer culture and its devotion to rare and limited edition products. Initially, at a moment’s notice, customers would arrive at a clandestine location that housed a particular brand, designer or product. Once the products were sold out, usually within a matter of hours, the store would be closed until the owner received more products and was able reopen the store again. The concept is simple enough: find a vacant empty space for a day, weekend, a week or a month and send private invites by e-mail with invite codes for special discounts.
It seems that temporary retailing is here to stay and this new concept in selling can be a fresh new way to sell and merchandise. With U.S. retail vacancy rates at the highest levels in a decade, there's no shortage of space. Borders Group has closed many stores and is now popping-up stores around the country, most of them in malls where the bookseller used to have a presence. This method of selling product and getting attention of the consumer is taking off. It seems that most pop-up stores are selling apparel. Like the monthly sample sales we have at the apparel marts it seems that people love to think they are getting a deal and at the same time something special. Or, you could compare it to Trunk Shows where you have a designer take their merchandise to retail stores and for one event each season show their line and sell to a select invited group. Maybe sipping champagne and munching caviar while watching professional models show the designer’s new line.
So, for a retailer this type of selling could be exciting, profitable and an alternative to the traditional methods of retailing apparel. Staging events each week with new product, or brands then incorporating new social media marketing methods could be an interesting addition to include in your plans for opening a store.
