Many Luxury houses are opening pop-up stores with a full experience. A physical store is a very important part of the success of Luxury houses. A pop-up store is a perfect place to test products or to show the story of the brand, showing new products or collaborations. It is a good chance to reach a new target group, one a brand normally never reach. Besides that, pop-up stores are a great chance for brands to test their new products on the market before they make a big commitment. Of course, to create awareness they also use influencer marketing and social media, but to test if it is the right location and the right place to attract clients, a pop-up store is the best solution. A pop-up store offers a great and unique experience to new clients and they sell limited edition products and new collections. A great example of a unique pop-up store is the one from Fendi in London City. Together with Selfridge, a big warehouse, they created a two-week during Flowerland exhibition to reveal their new Spring-Summer collection. The beautiful floral displays were created by Azuma Makoto, in collaboration with Fendi. The entrance of the store was an Ape truck, decorated with flower bouquets, flower motifs and floral collars. They created something unique, something clients never experienced before. The clients had the chance to buy unique flower bottles, created by an artisan from the studio of Makoto.
Puck van Oorschot
3 Reasons Why Luxury Brands Should Bet On Pop-Up Stores. (2018, juli). Geraadpleegd op 10 november 2018, van https://www.thestorefront.com/mag/3-reasons-why-luxury-brands-should-bet-on-pop-up-shops/