Pop-up Store Research Articles

Analysis of Preference Factors by Measuring User Experience Design in Pop-Up Store Space

Analysis of Preference Factors by Measuring User Experience Design in Pop-Up Store Space

The relationship between consumer experience, image perception, and word-of-mouth intention in standalone pop-up stores and pop-ups within department stores

The relationship between consumer experience, image perception, and word-of-mouth intention in standalone pop-up stores and pop-ups within department stores

A Study on the User Experience of mobile game brand pop-up store: Focused on Black Desert Mobile and Genshin Impact

A Study on the User Experience of mobile game brand pop-up store: Focused on Black Desert Mobile and Genshin Impact

Yashram Lifestyle Brands Pvt Ltd: strategizing for omnichannel approach

Learning outcomes After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations Case overview/synopsis Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle. Complexity academic level The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intention

PurposeThis study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing.Design/methodology/approachA quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite.FindingsThe multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores.Practical implicationsThe study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation.Originality/valueThis study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.

Towards Socio-Spatial Equity in Public Space

Street vending has historically driven and dominated the informal economy in the Indian city of Hyderabad. The inception of urban migration saw a range of marginalized groups move into the city, creating stark rural-urban differences and causing residents and the city to struggle to adapt. They eventually established themselves along the river to meet daily needs and adopted street vending as a means of occupation toward sustenance. While urban design in the city actively excludes these vendors from urban belonging, they retaliate through subversive practices and tactical urbanism to impose belonging, in a quest to find their right to the city. Neoliberal policies continue to distance these disengaged communities from the city considering them undesirable through dominant concepts of unattractiveness. While the government disapproves of informal vending in the public realm in Hyderabad – especially along the Musi River – branded designer “pop-up stores” and gourmet food stalls are encouraged, advertised and publicised. Inequitable law enforcement has created turmoil in the access and right to public space in the city. This study highlights the need for strategic placemaking to build healthy relationships and equity in the city. Various perceptions of public space among street vendors are analysed to help integrate these disengaged residents in the city. The paper concludes with empirical findings for designers and planners to examine, in delivering a customized design plans articulated to prevent further distress to micro-urbanism patterns existing in the city and its urban fabric.

MZ세대 여성의 차생활과 웰니스 간 연관성 연구

The purpose of this study is to figure out the tea life behavior patterns of MZ generation women and to identify the relationship between tea life and wellness. For this purpose, an in-depth interview was conducted with 10 women in their 20s and 30s who have experienced tea life for more than 6 months, and the data were analyzed according to the MEASC model. The results of this study can be summarized as follows: First, the motivation of MZ generation women's tea life was induced for the health of mind and body, through the recommendation of family, or through education at university. Second, the exploration of tea life information consisted of various channels such as online (e.g., YouTube/Instagram/blog), offline (e.g., acquaintance recommendation/club activity/reading/pop-up store/expo visit), and online/offline (e.g., SNS and pop-up store). Third, tea drinking action was not only practiced by individuals at home or at work, but also with family members and school club members. In addition, communal drinking among MZ generation women naturally led to the sharing of tea drinking experiences. Fourth, MZ generation women confirmed the wellness that tea life brings to them and provided self-feedback.

Does the Magic Elixir of Treasure Rejuvenate the Elderly Work in the End - Taking Tiffany as an Example: A Study on the Brand Strategy of Younger Jewelry Industry

In the era of millennials becoming the main force of young consumers, how to make the brand younger is the key to revitalize the strength of the old jewelry. This paper mainly uses SWOT analysis and comparative analysis to analyze a series of strategic measures taken by the old luxury jewelry brand taking Tiffany as an example in the face of the younger market consumer groups, such as developing online and offline pop-up stores, creating younger social opinion, digital interaction, looking for traffic star endorsement, bold use of new design language and so on as well as their influence. Based on the analysis results, the paper finally puts forward a series of suggestions for Tiffany, a high luxury jewelry brand: adjust the positioning to the high-end class instead of focusing on the public; Widely use and deepen the customization service to produce more personalized jewelry; And extensive use of online distribution, while focusing on building physical stores to raise brand awareness and receive customer feedback quickly.

Research on Pop-up Stores from the Perspective of Visual Marketing

With the acceleration of the pace of life, the attraction of traditional store marketing methods to customers is gradually weakening. Consumers need a new consumption experience model, and the flash business model came into being. This paper mainly refers to the basic theories of flash store and visual marketing when studying the differences between flash store visual marketing and conventional stores, and analyzes the actual performance of flash store visual marketing according to the corresponding brand cases. After the brand positioning is determined, the target customers are also described in detail. Combined with the relevant theories of the flash store, the defects in the design of the brand flash store are solved in practice, and some research results are obtained. This paper hopes to deepen consumers' understanding of flash stores through the study of flash stores, so as to promote the better development of flash stores.

Does Online Brand Influence Offline Word-of-mouth? Using Pop-up Stores as a Means of Surprise and Brand Experience

Pop-up stores are a way to promote exposure in ambient media, which stimulates the interest of potential customers. The study examines how in-store atmosphere, surprise factors, brand experience, brand attitude, word-of-mouth (WOM), and purchase intentions are structured and influence each other. The study chooses a pop-up store that is an online women's shoe brand to conduct the research. A total of 480 usable samples were used in the study. The study has adopted structural equation modeling (SEM) with the help of AMOS software to bring the outcomes of the research. The study finds that the store atmosphere affects the surprise factors, brand experience, and brand attitude. Whereas, surprise factors positively affect the brand experience and brand attitude. The brand experience impacts brand attitude and WOM. However, the brand experience is affecting the purchase intention in the study. The study also finds that the brand attitude affects the WOM and purchase intention. Further, WOM is affects the purchase intention in the study. So far, there has been no research conducted on the attitudes and behaviors of consumers affected by online-to-offline pop-up shops. Therefore, as part of the present study, consumer sentiment generated by pop-up stores is explored concerning consumers' attitudes and behaviors towards the brand, thereby providing the industry with a reference for creating pop-up stores. The gap in research regarding setting up online to offline pop-up stores that are currently lacking is filled by researchers, academicians, and the sector.

Identifying and examining the role of pop-up store design: A mixed-methods study

Pop-up store design has become critical in achieving marketing-motivated and sales-motivated goals. Nevertheless, a lack of holistic and systematic research on pop-up store design prevents retailers from evaluating and leveraging the value of design. This paper uses a mixed-methods investigation combining qualitative and quantitative approaches to classify the pop-up store design factors and examine their effects on consumer behavior. The results suggest that three dimensions of pop-up store design, namely sign, style, and layout elements, positively affect brand attitude and purchase intention through the mediating effect of store image. This research offers theoretical and managerial implications for pop-up retailing.

Is it worth investing in an online fashion pop-up store?

ABSTRACT The COVID-19 pandemic outbreak has also challenged fashion brands to offer (potential) customers new and exciting online brand experiences and buying options. This study compared the effectiveness of two types of online fashion stores: an online pop-up store versus the same brand’s web store, for a luxury brand (Louis Vuitton) and a mass-selling fashion brand (Nike). The effectiveness of the stores was measured by means of the following constructs: perceived brand experiences, social media buzz intentions, and buying intentions. Based on previous research on personality traits of fashion pop-up store visitors, we hypothesized that online pop-up stores would be more effective for customers with a high level of need for uniqueness (NFU). A sample of 212 female customers participated in our online experiment that had a between subjects-design. The results showed that customers who score relatively high on NFU are significantly more likely to buy from an online pop-up store. These customers also have superior brand experiences, and are more likely to share their experiences on social media, regardless of brand type. Overall, the results indicate that an online fashion pop-up store is significantly worth considering, especially for female customers who are looking for uniqueness.

A Study on the Experiential Pop-up Store Brand Experience of NH Securities Company

A Study on the Experiential Pop-up Store Brand Experience of NH Securities Company

Korean Beauty Product Branding Trough Men: A Prestige Fulfillment For Fans

The visual beauty of entertainment actors is the main attraction for Korean popular culture products, especially beauty trends. Korean wave through beauty products offers a new discourse that beauty is not only absolute for the female but also represented through the male body. This is interesting to research because the preference for consumption patterns of aesthetic culture among Korean fans is not only for women, male fans are also objects of the Korean beauty product market. Interviews were conducted with Korean fans in Bandung, who are members of the Hansamo community and members of the cover dance by face-to-face. The results showed that South Korea successfully marketed beauty products through the perfect visual quality of Korean celebrities, instant branding, pop-up stores with attractive themes, and the provision of free testers. Korean Wave succeeded in utilizing the desire of Korean fans to consume Korean beauty products to fulfill their prestige in achieving the perfect face, fashion (style), and appearance like their idol.

The Brand Communication Strategy under the Experience Economy --Takes the Pop-up Store as an Example

With the continuous development of new technology, the public has ushered in the era of experience economy. The clever form of experience economy applied by brand merchants not only changes the way of communication and information acquisition between brands and consumers, but also affects the mechanism and mode of information transmission With the help of this new economic model, more and more brands hope to achieve rapid brand communication growth, so they use different experience methods to establish the loyalty of target users, diversified business forms seamless connection to meet the experience needs of consumers. Consumers pay more attention to self-actualization consumption propositions, and experience economy caters to the current fast-paced life Therefore, in the wave of experience economy, pop-up stores effectively complete the transformation of traffic and entity, forming a unique concept of brand. This paper will analyze the status quo of offline brand experiential marketing, take pop-up stores as an example, expand through four dimensions of experience, point out the advantages of brand communication in the case, and summarize the problems faced by experiential marketing, combined with The theory of communication and management, shows the strategy and path of brand communication in the actual scene under the background of experience economy.

믹스버스(Mixverse)경험과 디자인 활용에 관한 연구

Recently, the IP-based theme space has become a content cultural space that is activated early due to the recognition of IP, enjoys the world view as a play, and enjoys organic exchange between virtual and reality. However, if the experience of content is low, the continuity of revisit and purchase promotion will be reduced, which affects sustainable growth and operation. Against this background, the necessity of research was raised, and a measure of success for sustainable growth and operation was set as an experience level, and a plan to enhance experience was found in the Mixverse platform strategy that experienced a mixture of real and virtual worlds. For analysis, four pop-up stores with outstanding character use were selected, and experience elements of senses, emotions, cognition, behavior, and relationships were derived from the experience theory of previous researchers, and experience and world view elements were redefined, and then analyzed by suggesting them as an analysis model. As a result of the analysis, the experience scale was high in the order of behavior, cognition, and relationship, and the sense and sensitivity were relatively low, indicating that the experience factors that induce active change and interaction of experienced people who want to participate in the world view were superior. Based on the analysis results, first, it is necessary to establish various platform strategies to strengthen the experience by focusing on all people's activities so that voluntary participation can take place. Second, experiences provided for stories and interactions that can be empathized, immersed, and enjoyed should be planned with an emphasis on personalization and customization. Third, it is necessary to establish and support a community for participation and relationships so that interest and knowledge can be formed in a good direction through positive perception. Finally, a flexible operation plan that collaborates with various fields, expands diversity, and increases the frequency of events for creative communication should be established. This study has limitations in categorizing due to the small number of samples in the analysis, but the experience for sustainable growth and operation of the theme space based on character IP can also be used as basic data to confirm the direction of improvement.

Art Collaboration between Companies and Artists and the Attraction of Urban Brands

Art collaboration is for artists to create new added value, and individuals, companies, and countries create artistic business opportunities through creative collaboration at the boundary between technology and art. Places where exhibitions and art are held have become famous, increasing the value of urban brands and becoming tourist destinations. As a research method, the phenomenon of art collaboration was studied through literature and case studies. You can see the collaboration cases of Uniqlo and MoMA Gallery, Louis Vuitton and Jeff Koons, and Lee Woo-hwan and Chateau-Mutong Wine as convergence exhibitions and businesses of domestic and foreign companies and arts. It can be seen that the collaboration research between companies and arts through KOTRA's matching of companies and arts, Sejong Center installation art, Seongsu-dong non-mainstream art street culture, and Arttainer pop-up store can be a unique way of attracting. As a result of the study, the development patterns of domestic art collaboration are as follows. First, national-led social values and art collaboration contain social values such as eco-friendly and upcycling, and are mainly led by KOTRA institutions. Second, companies combine ABSOLUT companies and eco-friendly special paints to convey the public message of sustainability to the public as art, and third, individuals prefer non-face-to-face lounges and private spaces in luxury hotels where artists' works are displayed in order to have life-shot attractions. In conclusion, the artist drew the conclusion that the existing value of exhibition and sale of works can create an art collaboration synergy value that strengthens the artist-centered urban brand attraction through the industrialization of art collaboration.

Factors Influencing Young Consumers’ Impulse Intentions Toward Visiting Pop-Up Stores in South Africa

Consumers are constantly seeking out new and memorable experiences. This study empirically examines how external factors, such as the characteristics of innovation (relative advantage, trialability, observability, low complexity, compatibility) and exterior store design, and internal factors (positive mood, hedonic motivations, consumer innovativeness) aff ect young consumers’ impulse intention toward visiting pop-up stores in the South African context. Survey data was collected from a convenient sample of 461 students from two universities in South Africa via a self-administered questionnaire. Multiple regression analysis revealed that (a) external factors related to the characteristics of innovation (i.e., compatibility and low complexity), (b) exterior store design, and (c) the internal factor, consumer innovativeness, had a signifi cant influence on consumers’ impulse intentions to visit pop-up shops. The study examined pop-up retail through the lens of impulse behaviour in an emerging market. The study contributes to the understanding of factors influencing the success of pop-up stores in emerging markets. In particular, the understanding of the factors that lead to impulse intentions towards pop-up retail, which has been overlooked in research.

식음료 팝업 스토어 이용 소비자의 혁신성이 구매의도에 미치는 영향: 감성적 소비가치 매개효과를 중심으로

Purpose-This study is to understand the effect of food and beverage pop-up stores consumer innovation on emotional consumption value and purchase intention to use. Design, data, and methodology -Consumer innovation, emotional consumption value, and purchase intention using food and beverage pop-up stores were all composed of single factors. Based on previous studies, this study hypothesized that consumer innovation affects emotional consumption value and emotional consumption value affects purchase intention. It also hypothesized that the emotional consumption value of food and beverage pop-up stores would mediate the relationship between consumer innovation and purchase intention. Confirmatory factor analysis, structural equation model, and mediating effect were performed using the amos version 26 program. Result-The purpose of this study is to study the effect and mediating effect of consumer innovation using food and beverage pop-up stores on purchase intention. Conclusions-As a result of the study, consumer innovation in food and beverage pop-up stores can provide results as a marketing strategy that can give emotional value to inspire purchase intentions that lead to future behavior of consumers through emotional consumption value.

The Research on the Brand Marketing Strategy of Yves Saint Laurent

Yves Saint Laurent was founded in 1961. The brand is owned by Kering as part of the Gucci Group. Yves Saint Laurent is a luxury brand specializing in both men's and women's ready-to-wear in addition to handbags, shoes, accessories, sunglasses, fragrances, and cosmetics. With the development of Internet information, under the background of the younger concept of consumer goods and the gradual maturity of social media, this paper takes the social marketing of the Saint Laurent brand as an example, takes the marketing strategy as the main line, and uses 4Ps marketing mix to analyze its internal problems, and through the analysis of competitors and comparative analysis of Saint Laurent's success and shortcomings, and finally, put forward the brand's marketing point of view and thinking. Through the research results, it was found that brands can use create pop-up stores and develop brand extension (fragrance and furniture products) as marketing strategies. YSL sells its products through directly operated stores all around the world as well as on an e-commerce site, moreover, YSL directly competes with LVMH's French labels Louis Vuitton and Gucci in Kering, also in addition to a wide range of other luxury brands.