It seems the answer lies somewhere in between, but one thing is for sure – people want something different, new and exciting from their shopping experiences. Something they can post on social media and look like they’re in the know about cool things happening in town. And what fits the bill better than a pop-up shop?
Pop-up shops are defined as temporary retail spaces that sell just about everything under the soon, from electronics to food to clothing and makeup. Even though the concept of the pop-up shop seems pretty new and fresh, it actually dates back to the 12th century, when Christmas markets and other seasonal bazaars would “pop up” around Europe. They probably had no idea they were such trendsetters!
Now, according to PopUp Republic, a marketing and management company that helps launch pop-up shops, the industry has grown to approximately $10 billion in sales. You’ll typically see them crop up in highly trafficked urban areas and, increasingly, in vacant spaces in shopping malls. The length of their stays can range from days to weeks to months, during which time they’ll do whatever they can to build buzz around their products. You’ll also tend to see more of them during the holidays.
Well, lots of reasons that are beneficial to both the retailer and the consumer. A blog by The Storefront notes that pop-up shops allow retailers to:
Plus, the rent for a pop-up shop tends to be much lower than what a retailer would pay for a traditional storefront. That’s definitely a plus, especially for a brand that may not be established or profitable (yet), although you will see some well-known brands getting in on the game.
What can you buy at a pop-up shop? Well, the better question is what can’t you buy? They all tend to be pretty unique, which makes them great options when you’re shopping for gifts for friends, family (or better yet, yourself).
Apparently, there is a day dedicated to Nike Air Max (it’s March 26th, by the way), and to celebrate, Nike opened “Sneakeasies” in NYC, LA and Chicago. To find out where to go, shoppers signed up online and then tracked the locations on Twitter. They were treated to personalized fittings, music and art installations upon gaining entry.
Why shouldn’t dogs get their own pop-up? For a week in June, Manhattan’s canines were treated to a special shop just for them where they could try out toys, treats, and snacks. Extra cool points – the dogs were outfitted with RFID-enabled vests that tracked the items the dogs enjoyed most, and then owners were able to purchase them on the event’s custom app.
Yes, Pantone as in the color company. If you’ve ever wanted a snack in the most popular colors of the season (and you happen to be in Monaco in the summer), you can stop by Pantone’s pop-up café and enjoy pastries, sandwiches and juices – all with Pantone’s signature color swatches.
With this trend continuing to grow and evolve, it will be interesting to see what types of pop-ups “pop up” next. Have you shopped or dined at any of them? Which ones would you like to see open up near you?
Looking for new ways to lease your space? Email us at email@example.com