Pop-ups are everywhere these days. What once started as an occasional, opportunistic trend has blown up to become an extremely POPular (nice one, Greg) industry worth billions of dollars that seemingly every brand and celebrity wants a piece of.
Just within the past few weeks, some interesting pop-ups have been announced:
- Abercrombie & Fitchhas partnered with SBE Entertainment Group, a lifestyle hospitality company, for a series of co-branded events and pop-up shops at select SBE properties over the upcoming months.
- Nordstrom, as part of its Pop-In@Nordstrom program, has teamed up with Casper Mattresses to launch its Sleep-In at Nordstrom collection until August 26th at select locations.
- Sephora will host an interactive beauty “house” in Los Angeles that will bring technology, products, and industry experts together for two days in October.
- Plenty of brands will be present in the Hamptons for another highly anticipated summer of retail pop-ups.
Who’s Popping Up?
While iterations of pop-up shops have existed throughout history, Target is credited with launching one of the first contemporary pop-up shops in 2002 when it designed a Christmas-themed store on a boat on New York’s East River. Since then, we’ve seen a litany of pop-up shops by high profile players – from general consumer brands like Adidas to luxury brands like Tiffany & Co, to celebrity brands, such as Kylie Jenner’s Kylie Cosmetics and Gwyneth Paltrow’s pseudo-medicine lifestyle brand, goop, and more.
The music industry has taken a special interest in pop-ups. One of the most effective is Kanye West, who since his Yeezus album, has launched pop-up merchandise shops coinciding with his album releases that have fans lining up for the exclusive products. The most recent were his #ProjectWyoming merch bonfires for his latest album, Ye, where fans gathered around bonfires, listened to the album and purchased merchandise. Other artists have followed suit, ranging from Rihanna to Kendrick Lamar to Justin Timberlake, whose most recent album spurred a “Man of the Woods” shop in New York with Levi’s and other brands.
The Key to Successful Pop-Ups
While pop-ups obviously sell merchandise and products, more importantly, they sell an experience. In an era where long-term retail space can be expensive, e-commerce grows stronger, and customers want to be entertained, pop-ups are the perfect way to offer a completely unique experience, anywhere.
A great way to reach people is to figure out where they congregate and go to them. Nordstrom, for example, launched pop-up pods at SXSW and other music festivals across the country in 2016 to offer their shopping experience to thousands of festival-goers. They undoubtedly did their research to make sure these attendees were their target audience, and reached thousands of relevant music-lovers who were probably in a (possibly alcohol-induced) spending mindset.
Whether it’s at a festival or on a street corner, brands are seeing the benefits in the unique and flexible experiences that pop-up shops offer. As physical retail becomes more digital, pop-up shops will undoubtedly become even more unique and prevalent. With the right approach, they will allow any brand to reach new customers, bring a sense of exclusivity, or just simply engage their core audience in a new and exciting way for years to come.