RETAILModern-Day Pop-Up Shops builds on the idea of ​​a Garment Merchant ‘ghost’ October

Decades ago, Joseph Marver did not sell the best October costumes in California stores. But he did notice that customers were waiting in line to enter the clothing store across the street.

When the clothing store moved to another place, Marver felt a chance. So he decided to use Wholesale Halloween Costumes to replace the dress in his shop.

The Seattle Times said the change has been a huge success. Feel a bigger chance, he opened a temporary store in the mall a year later. This location has earned over $ 100,000 in a month.

To promote these stores, Marver posted billboard ads on the road. He also tried to rent stores as close as possible to Wal-Mart or Target.

His concept will be Spirit Halloween Superstores, which he later sold to Spencer Gifts in New Jersey. Spirit has 60 temporary stores on sale. In 2016, Spirit had more than 1,100 pop-up stores in the United States and Canada.

The chain’s revenue also reached millions of dollars. A Moody’s Investors Service survey found that the company generated $ 400 million in sales in 2015.

Raya Sokolyanska, senior Moody’s analyst, told Bloomberg: “They did a great job of creating the right atmosphere and storing the right product.” From Walgreens to Wal-Mart, everyone sells Wholesale Halloween Costumes, but among professional retailers, They have been winning share. ”

Beyond clothing

In the early millennium, the shop, called the pop-up shop, may have started, when Vacant, based in California, started a temporary clothing store.

Vacant tries to set up a temporary store where customers may be involved. For example, the company facilitated the opening of pop-up stores selling shorts and hoodies near skate ramps.

Today, according to Vacant’s website, pop-up stores can be used by companies to launch new products, test the consumer market or generate brand awareness. They can be ideal stores for holidays and major events such as London Fashion Week and Brazil World Cup.

However, it is not easy for any company to open a pop-up store. And the new brand may face some challenges, “because there are many companies on the market trying to rent space short-term, and most of the space is not suitable for retail activation,” Vacant said on its website.

Mall pop-up shop

Like Marver, he opened a small store in a mall that is becoming a popular spot for popular stores. The Wall Street Journal reported in 2016 that more and more shopping centers are making room for pop-up designs for short-term retailers.

For example, Rent The Runway partnered with Simon Property Group to launch a pop-up store in Woodbury Common Premium Outlets outside of New York City.

“They sold some of their existing inventory and they made an incredible success,” Simon Simon, chief executive of Simon Property Group, said at the earnings briefing, as the Wall Street Journal quoted him. “There are a lot of creative things going on with new ideas and new concepts.”

The strength of shopping malls and retail brands lies in the “easy to access” space. Because brands do not have to sign a tenancy of 5 to 10 years, they can focus on delivering the best, newest, and freshest existing products.

In addition to department store owners, department stores are also entering the pop-up store business. For example, Macy’s is testing a pop-up shop in 10 cities from Las Vegas to New York under a new concept called “The Market @ Macy’s.”

With this program, brands can make a one-time charge on one space on the first floor of Messi to advertise or sell their products while retaining all their sales. Compared with traditional pop-up stores, Macy’s own employees serve the brand. Retailers are flexible in time: the brand can stay for a month.

While pop-up ads provide the brand with flexibility and staffing, they also benefit Macy’s. Through pop-up stores, Macy’s can gain insight into customer preferences. Of course, the promise of new products may prompt consumers to visit their stores.

Pop-up stores can also go high tech. As fast-fashion retailer Zara in Spain refurbished its flagship store in a mall in London, it has come up with an innovative solution to sell to customers: a digital-enhanced pop-up store in the same building.

This 2,150-square-foot location will include women’s and men’s clothing, but with a unique style: All items are only available online. In addition, the store at Westfield Stratford Mall in London will pick up online orders.

And if Zara’s “click and collect” service – robots can now pick up items for customers from behind the customer’s house – is any indication of a retail next move, perhaps a new generation of pop-up stores will need less ( Manpower) staff.

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