Alternative marketing thinking

iCONTRACT

Retail Pops Up

Stores that pop up and disappear just as quickly, that’s the new way of retail innovation that sweeping across America. Make it an unexpected, shocking event and people will come, seems to be the new mantra, according to this story in The Economist. Using disused storefronts and even unused museums, as Target did here, popup retail is giving the struggling retail business in the US the mileage and publicity that traditional TV and newspaper advertising is not able to provide. Although pop-ups have been used as a marketing tool for more than five years, the weak property market makes them even more popular. Daffy’s, a discount retailer not usually known for its choice zip code, opened a pop-up in Manhattan’s chic West Village this week on the ground floor of an apartment building that had been tenantless. Hermes, Gucci and Brooks Brothers, all luxury retailers, have opened temporary shops in East Hampton this summer. Their leases are only a few months long, just enough to ride out the peak season. For the ailing Mall business, unexpected arrival of pop up stores could offer a lifeline. More in the Economist

Advertisements

Single Post Navigation

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: