Advertisement

Characteristics of Pop-up

  • Gary Warnaby
  • Charlotte Shi
Chapter
  • 1.3k Downloads
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Abstract

Existing definitions of pop-up given in Chap.  1 highlight its multi-faceted nature. In this chapter, some of these different facets are explored in more detail as a means of further explicating the pop-up concept, focusing on three key characteristics; namely the fact that pop-up activities are ephemeral, experiential and flexible. Each of these characteristics is considered in turn, and the chapter concludes with a discussion of an additional characteristic, which arguably underpins those mentioned above, and provides pop-up with significant part of its particular attraction to businesses and consumers alike, namely novelty.

References

  1. Antéblian, B., Filser, M., & Roederer, C. (2014). Consumption experience in retail environments: A literature review. Recherche et Applications en Marketing (English Edition), 28(3), 82–109. https://doi.org/10.1177/2051570713505471 CrossRefGoogle Scholar
  2. Beekmans, J., & de Boer, J. (2014). Pop-up city: City-making in a fluid world. Amsterdam: BIS Publishers.Google Scholar
  3. Bladen, C., Kennell, J., Abson, E., & Wilde, N. (2012). Events management: An introduction. Abingdon: Routledge.Google Scholar
  4. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?’. Journal of Marketing, 73(May), 52–68. https://doi.org/10.1509/jmkg.73.3.52 CrossRefGoogle Scholar
  5. Catalano, F., & Zorzetto, F. (2010). Temporary store: Le Strategia dell’effimero. Come comprendere un fenomeno di successo e sfruttarne le potenzialita. Milano: Franco Angeli (Cited in Warnaby et al. 2015).Google Scholar
  6. Centre for Economics and Business Research [CEBR]. (2015). Britain’s pop-up retail economy 2015. London CEBR. https://ee.co.uk/content/dam/everything-everywhere/documents/Pop-Up%20Economy%202015.pdf. Accessed 14 April 2016.
  7. Chappell, J. (2013). Pop-up shops-how to occupy space in a pop-up. http://www.highbeam.com/doc/1G1-344943244.html. Accessed 10 August 2014.
  8. Cope, R. (2012). Burberry opens pop-up shop at Harrods. http://www.harpersbazaar.co.uk/fashion/fashion-news/news/a6979/burberry-opens-pop-up-shop-at-harrods/. Accessed 21 January 2017.
  9. Cradlepoint. (2015). Pop-up retail and instant networks. Accessed June 5, 2016, from https://cradlepoint.com/sales/default/files/Content/whitepaper-pop-up-retail.pdf. Accessed 21 January 2017.
  10. Cresswell, T., & Hoskins, G. (2008). Place, persistence, and practice: Evaluating historical significance at Angel Island, San Francisco, and Maxwell Street, Chicago. Annals of the Association of American Geographers, 98(2), 392–413. https://doi.org/10.1080/00045600701879409 CrossRefGoogle Scholar
  11. De Lassus, C., & Anido Freire, N. (2014). Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis. Journal of Retailing and Consumer Services, 21, 61–68. https://doi.org/10.1016/j.retconser.2013.08.005 CrossRefGoogle Scholar
  12. De Lisle, R. (2014). Book to the future. The Economist Intelligent Life, May/June: 46–52. https://www.1843magazine.com/content/lifestyle/rosanna-de-lisle/bookshop-design. Accessed 31 July 2017.
  13. Donlan, L., & Crowther, P. (2014). Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study. Journal of Marketing Communications, 20(4), 291–306. https://doi.org/10.1080/13527266.2012.684068 CrossRefGoogle Scholar
  14. Gensler, A., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27, 242–256. https://doi.org/10.1016/j.intmar.2013.09.004.CrossRefGoogle Scholar
  15. Getz, D. (1997). Event management and event tourism. New York: Cognizant Communication.Google Scholar
  16. Gonzalez, M. (2014). The pop up paradigm: How brands build human connections in a digital age. Nukalba, New South Wales: Lioncrest Publishing.Google Scholar
  17. Gordon, K. T. (2004). Give it a go: A “hands-on” approach to marketing your product could be just the thing to win customers. Entrepreneur Magazine, 32(9), 74–75.Google Scholar
  18. Kaplan, A. M., & Haenlein, M. (2010). Users of the World, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003 CrossRefGoogle Scholar
  19. Kent, T. (2009). Concepts of flagships. In T. Kent & R. Brown (Eds.), Flagship marketing: Concepts and places (pp. 8–19). London: Routledge.Google Scholar
  20. Kim, H., Fiore, A. M., Niehm, L. S., & Jeong, M. (2010). Psychographic characteristics affecting behavioural intentions towards pop-up retail. International Journal of Retail & Distribution Management, 38(2), 133–154. https://doi.org/10.1108/09590551011020138 CrossRefGoogle Scholar
  21. Klépierre and Qualiquanti. (2016). Pop-up stores, conquering a new frontier of brand expression. Accessed June 15, 2016, from https://www.klepierre.com/content/uploads/2016/02/White_Paper_Pop-up_Stores.pdf
  22. Kozinets, R. V. (1999). E-tribalized marketing? The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252–264.CrossRefGoogle Scholar
  23. Lee, J. (2013). The rise of pop-up shops. http://www.retailtouchpoints.com/in-store-insights/2796-the-rise-of-pop-up-shops. Accessed 27 July 2016.
  24. Marciniak, R., & Budnarowska, C. (2009). Marketing approaches to pop-up stores: Exploration of Social Networking. Paper presented at 15th Conference of the European Association of Education and Research in Commercial Distribution, Surrey, July 15–17. 2009. http://eprints.bournemouth.ac.uk/15678/2/EAERCD_2009_Marciniak_%26_Budnarowska.pdf. Accessed 31 July 2017.
  25. Moor, E. (2003). Branded spaces: The scope of ‘new marketing’. Journal of Consumer Culture, 3(1), 39–60. https://doi.org/10.1177/1469540503003001929 CrossRefGoogle Scholar
  26. Niehm, L. S., Fiore, A. M., Jeong, M., & Kim, H. J. (2006). Pop-up retail’s acceptability as an innovative business strategy and enhancer of the consumer shopping experience. Journal of Shopping Center Research, 13(2), 1–30.Google Scholar
  27. Picot-Coupey, K. (2014). The pop-up store as a foreign operation mode (FOM) for retailers. International Journal of Retail & Distribution Management, 42(7), 643–670. https://doi.org/10.1108/IJRDM-01-2013-0032 CrossRefGoogle Scholar
  28. Pine, J., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.Google Scholar
  29. Pomodoro, S. (2013). Temporary retail in fashion system: An explorative study. Journal of Fashion Marketing and Management: An International Journal, 17(3), 341–352. https://doi.org/10.1108/JFMM-07-2012-0033 CrossRefGoogle Scholar
  30. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015 CrossRefGoogle Scholar
  31. Ramaswamy, V. (2009). Leading the transformation to co-creation of value. Strategy & Leadership, 37(2), 32–37.CrossRefGoogle Scholar
  32. Russo Spena, T., Caridà, A., Colurcio, M., & Melida, M. (2012). Store experience and co‐creation: The case of temporary shop. International Journal of Retail & Distribution Management, 40(1), 21–40. https://doi.org/10.1108/09590551211193586 CrossRefGoogle Scholar
  33. Smilansky, S. (2009). Experiential marketing: A practical guide to interactive brand experiences. London: Kogan Page.Google Scholar
  34. Surchi, M. (2011). The temporary store: A new marketing tool for fashion brands. Journal of Fashion Marketing and Management, 15(2), 257–270. https://doi.org/10.1108/13612021111132672 CrossRefGoogle Scholar
  35. Thompson, D. (2012). Pop up business for dummies. Chichester: John Wiley & Sons.Google Scholar
  36. Tum, J., Norton, P., & Wright, J. (2006). Management of event operations. Oxford and Burlington, MA: Elsevier/Butterworth-Heinemann.Google Scholar
  37. Tynan, C., & McKechnie, S. (2009). Experience marketing: A review and reassessment. Journal of Marketing Management, 25(5-6), 501–517. https://doi.org/10.1362/026725709X461821 CrossRefGoogle Scholar
  38. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001 CrossRefGoogle Scholar
  39. Warnaby, G., Kharakhorkina, V., Shi, C., & Corniani, M. (2015). Pop-up retailing: Integrating objectives and activity stereotypes. Journal of Global Fashion Marketing, 6(4), 303–316. https://doi.org/10.1080/20932685.2015.1070680 CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Gary Warnaby
    • 1
  • Charlotte Shi
    • 2
  1. 1.Institute of Place ManagementManchester Metropolitan UniversityManchesterUK
  2. 2.School of Art and DesignNottingham Trent UniversityNottinghamUK

Personalised recommendations