INDUSTRY INSIGHTS :
POP UP SHOP FANTASTIC
WHAT
SURPRISES PEOPLE THE MOST WHEN DOING A
POP-UP ?
!
The amount of planning that is needed ! People often assume because it ' s a temporary time period that it doesn ' t take planning , and they couldn ' t be
more wrong .
!
WHEN IS THE RIGHT TIME TO DO A POPUP SHOP ? WHEN IS THE WRONG TIME ?
!
When a brand calls me and asks , “ Should I put on a pop-up ?” I answer , “ That depends .” There are so many factors affecting whether or not a pop-up is a good idea that there is no one-size-fitsall answer . If you have zero idea of what your retail strategy is , if you don ’ t know what customer you ’ re going after , if you don ’ t understand what you ’ re asking a customer to do and what you ’ re
giving back for it , don ’ t do
a pop-up .
!
If you do understand your general retail strategy , customer , and product , the next step is to think about your goals . Start considering :
!
• What are you looking
to achieve ? !• Why do you want to do a pop-up ,
specifically ? !• What ’ s the end goal ?
!
WHAT IS THE IDEAL LENGTH OF TIME FOR A POP-UP SHOP ?
!
This really depends on the goals of the pop-up . A pop-up solely for brand awareness , tied to product giveaways should have a shorter lifespan ( 3-5 days ). For a pop-up to introduce a new brand or really test the retail environment , we recommend at least a month .
!
WHAT KINDS OF PARTNERSHIPS MAKE SENSE WITH POP-UPS ?
!
This depends on the brand , the goals and the target demo . Universally , though , partnerships should be made with other companies that are : on-brand , catering to a similar target audience , but don ' t compete for wallet share . There should also always be a clear understanding of the give and take of the relationship , i . e .: comarketing commitments .
!
102 THIRDWAVE · ISSUE ONE