The pop-up shop phenomenon

April 25, 2012

business

 

If products come and go, why can’t the spaces that sell them do the same, right? What started as a trend in the early 00s has now flourished into a well known marketing strategy.

They can, quite literally, “pop up” anywhere, which creates an element of surprise and provoke a sense of urgency in the normally passive shopper – who now must have whatever that shop is flogging because it is available for a limited time only!

What’s a pop-up shop?

Image by pop culture geek

For those who don’t know, pop-up shops are spaces set up to advertise or sell a temporary concept for a limited time.It can also be a great way to test the water in a new location. By opening a shop for 4-6 weeks, you can get a brief glimpse of how the consumers in that area will recieve your brand or product.

Plus, thanks to the recession, shop space has become more afforable and readily available. Nowadays, it’s easy to grab somewhere that has high footfall at a fairly reasonable cost for a short period of time.

Are pop-ups about to pop-off?

While pop-up shops started as a fun and unusual concept, is the novelty starting to wear off? Brands will probably have to resort to more extreme and outrageous ideas in order to attact consumbers that are bomarded with pop-up shops every day. As a result, there has been a bit more of a shift from selling product in a pop-up shop to advertising a brand or concept.

Take British Airways as a recent example. Their BA2012 pop-up exhibition in Shoreditch showcased their offering for the upcoming London 2012 Olympics, including their specially desighed ‘dove’ plane, which will be used to fly athletes into the UK, and a mouthwatering menu by Great Briton competition winner Simon Hulstone, which will be served on board. While it all sounds very grand, the space was only around for less than two weeks – shutting its doors for the last time on the 17th April.

However, more pop-up concepts are bound to emerge from other major brands.

Whatever your opinion on the hot retailing trend, the pop-up shop is showing no signs of shutting down.

Do you think that the pop-up shop is a viable way to sell product? Let us know what you think in the comments section below!
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