Think Tank: Pop-ups Breathe Life Into Fashion and Beauty

Shopping for new clothes or cosmetics will never be the same. As e-commerce sales soar and consumer expectations rise, challenging brick-and-mortar stores to keep up, leading brands are rethinking the way they sell their products by breathing new life into a well-known and used concept: the pop-up. “Pop-up” describes a temporary store in an unused space or location where the retailer has yet to establish a presence, that is traditionally operated on a seasonal basis. The concept may not be new, but pop-up stores are helping brands deliver new experiences to forge deeper bonds with consumers and elevate brand perception. Where fashion and beauty are concerned, pop-up stores are driving industry-wide transformation in three key ways: reimagining the brand-consumer connection; allowing retailers to explore new ideas, products and locations faster and cheaper, and helping brands identify new patterns in consumer behavior. A new brand-consumer relationship Destination shopping is over. Today’s consumers want to discover brands easily and seamlessly. What better way to do that than open up a pop-up on their regular route to work? Or in an area they frequent on the weekend? Pop-ups, as the name suggests, often appear at unexpected locations — hotels, stations, even office spaces — giving brands the opportunity to surprise and

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