Pop Up stores deconstructed

Executive Summary:
Pop-up store falls under the category of Guerrilla marketing strategy. This concept is also
called “Flash Retail” came into existence in early 2000’s where brands, retailers and online
stores get a chance to set up temporary stores in high foot fall areas to sell merchandise of
any kind. The main idea behind these stores is to grab attention of the consumers and
generate a buzz about the brand, product or service. These stores have been growing in
popularity since their inception as they offer a cost effective way to test new markets for
companies. Thus allowing companies, brands, to experiment with their marketing strategies.
The first generation of stores took on a makeshift quality, often occupying vacant mall spaces
and abandoned storefronts. A tumbling commercial real estate market, and soaring vacancy
rates, accelerated the trend as accommodating landlords became more willing to negotiate
short-term leases to help cover their mortgages.
Brands that plan, launch and maintain pop-up stores with the right strategies will find that
they are valuable tools for experimentation, branding, advertising, storytelling and demand
generation. The pop-up retail model is such that it can be present in a district for a short
period of time, before it disappears and resurfaces weeks or months later. When it resurfaces,
the store can be completely re-furnished with an entirely new format and set of merchandise,
providing consumers an element of surprise.