Pop-up retailing: Integrating objectives and activity stereotypes

Warnaby, Gary; Kharakhorkina, Varvara; Shi, Charlotte; Corniani, M

doi:10.1080/20932685.2015.1070680

Cited by 41 publications

(69 citation statements)

References 34 publications

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“…4. Pop-Up Stores: Or temporary outlets for brands (Warnaby et al, 2015;Charlton 2013;Davis, 2014;Kim et al, 2010;Niehm et al, 2007;Russo Spena et al, 2012).…”

Section: Different Types Of Store Formatsmentioning

confidence: 99%

“…A high level of originality in terms of design and location characterizes these store formats; they are typically located in highly representative locations of a large city, usually where the brand's target consumers would be, to quickly draw crowds around before disappearing (Russo Spena et al, 2012;Castaldo & Mauri, 2008). They are sometimes used as a direct sales channel (Warnaby et al, 2015) as they encourage impulse purchasing (Kim et al, 2010;Niehm et al, 2007).…”

Section: Pop-up Storesmentioning

confidence: 99%

“…Pure-player Finery London ran a pop-up shop in London's Covent Garden in 2015 to celebrate its online launch, giving consumers the chance to familiarize themselves with the collection, design and craftsmanship, and obtain styling advice (Culture Whisper, 2015). Warnaby et al (2015) conducted a case study on plus-size womenswear brand Marisota, which planned to raise the brand profile through pop-up shops across four UK cities in 2014. Chosen locations were based on geographical concentrations of existing online consumers, with a team of stylists on-hand to create wearable outfit ideas to increase the confidence of the target consumers.…”

Section: Pop-up Storesmentioning

confidence: 99%

“…They are located in a specific but temporary territory and used to extend brands' existing physical presence into new areas for a short time, to test how the new store would be perceived and increase brand awareness and experience (Russo Spena et al, 2012;Niehm et al, 2007;Warnaby et al, 2015). Pop-ups are often a trial, especially for pure-players, to ascertain how the physical store concept and type of engagement would be perceived by consumers and if it could be viable in the longer term (Davis, 2014;Walsh, 2016) and to test specific products or brands by eliciting feedback from target consumers in person (Charlton, 2013;Warnaby et al, 2015;De Lisle, 2014). A high level of originality in terms of design and location characterizes these store formats; they are typically located in highly representative locations of a large city, usually where the brand's target consumers would be, to quickly draw crowds around before disappearing (Russo Spena et al, 2012;Castaldo & Mauri, 2008).…”

Section: Pop-up Storesmentioning

confidence: 99%

“…Digital in-store technology took the form of a magic mirror, which encouraged consumers to share their experiences via social media to help increase brand awareness. Two key objectives were to increase brand awareness through PR coverage with press events at all pop-up locations, and secondly to confer an experiential environment to encourage consumers to touch and feel products, try on garments, speak with stylists and have dedicated styling sessions (Warnaby et al, 2015). In 2014, Italian fashion house Fendi operated a pop-up shop at Harrods using bright neon colours and vending machines to sell ready-to-wear pieces and accessories from its latest collections, as well as unique products, in a childhood setting to add fun to shopping.…”

Section: Pop-up Storesmentioning

confidence: 99%

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A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Bonetti

Perry

2017

Advances in Business Information Systems and Analytics

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Several current trends in the fashion retail and marketing landscape are associated with the ongoing digital revolution, including the increasing tendency for fashion retailers to adopt consumer-facing digital technologies across their online and physical store formats. Such technology helps improve the store environment by conferring a more engaging and stimulating shopping experience for consumers. This chapter provides a review of existing literature, supported by relevant industry reports and current examples from key players in the fashion retail sector, to provide a comprehensive analysis of different types of consumer-facing digital technology in various fashion store formats and how they impact on the overall shopping experience. The authors review a number of technologies including interactive touchscreens, RFID tags, beacon technology, magic mirrors and mobile apps, and consider how they are implemented in online stores, digitally enhanced stores, brand stores and pop-up stores in the fashion sector.

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“…4. Pop-Up Stores: Or temporary outlets for brands (Warnaby et al, 2015;Charlton 2013;Davis, 2014;Kim et al, 2010;Niehm et al, 2007;Russo Spena et al, 2012).…”

Section: Different Types Of Store Formatsmentioning

confidence: 99%

Section: Pop-up Storesmentioning

confidence: 99%

Section: Pop-up Storesmentioning

confidence: 99%

Section: Pop-up Storesmentioning

confidence: 99%

Section: Pop-up Storesmentioning

confidence: 99%

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A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Bonetti

Perry

2017

Advances in Business Information Systems and Analytics

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Exploring the Influence of Experiential Characteristics in Fashion Pop-Ups on the Retail Experience of UK Millennial Consumers

Alexander

2023

Springer Texts in Business and Economics

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Pop up stores, characterised by their temporal, experiential and unconventional approach, are ascending as a strategic retail format in the UK fashion market. Moreover, Millennials, representing one-sixth of the UK population, are recognised as a key target for pop-up stores by scholars and practitioners. Yet despite the rich literature on experiential retail and pop-up stores, studies merging these constructs that specifically focus on the Millennial segment are limited. Therefore this study seeks to fill this research gap and contribute to the body of knowledge on experiential pop-up stores in a fashion context. This chapter presents the findings of a study conducted before the global pandemic concerning the pop-up store phenomenon, key experiential characteristics in fashion popups and how Millennials consume them, drawing from extant scholars and empirical research. Exemplars of pop-up experiences are given throughout the chapter, and a list of questions concerning the future avenues of pop-up developments is presented at the end to stimulate discussion.Purpose -The purpose of this study is threefold; 1) to conceptualise pop-up store retail experiences, 2) to assess the appeal of experiential pop-up stores to UK Millennial consumers, and 3) to analyse the influence of pop-up stores in fashion retail and identify directions for future developments.Research design -Adopting a qualitative approach, primary data was obtained using semistructured interviews with industry experts and focus groups with Millennial consumers.Triangulated with secondary sources, the empirical data provides a robust assessment of the phenomenon.Findings -The findings demonstrate the evolution in pop-up typologies and motivations for 2 use. The pop-up retail experience of Millennial consumers was seen to be influenced by six hedonic characteristics including entertainment, educational, sensory, escapist, social and memorable, as well as two utilitarian aspects, product and time and money spent. Positive pop up experience is found to influence approach behaviour, purchase intention and word of mouth (WOM).Originality and value -This study makes a valuable contribution by offering a refitted conceptual framework for experiential retail pop-up stores that serves as a foundation for future research, and guides managerial practices on the experience design of pop-ups targeting Millennial consumers.

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Introducing the Pop-up Concept

Warnaby

Shi

2017

SpringerBriefs in Business

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Pop-up retailing: Integrating objectives and activity stereotypes

Cited by 41 publications

References 34 publications

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Exploring the Influence of Experiential Characteristics in Fashion Pop-Ups on the Retail Experience of UK Millennial Consumers

Introducing the Pop-up Concept

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