분야
doc1. Reasons for choosing ‘Pop-Up Store’
2. Definition of ‘Pop-Up Store’
II. Analysis of ‘Pop-Up Store’ based on 4P’s
1. Product
2. Price
3. Place (Distribution)
4. Promotion
III. Conclusion
1. Strength
2. Weakness
3. Prospect
IV. Reference
1. Product
(1) Consumer products
As pop-up stores mainly target final customers rather than business buyers, they deal with consumer products. Under the category of consumer products, there are convenience, shopping, specialty and unsought products. Pop-up stores promote the first three types of products.
① Convenience products
Companies that market convenience products, especially in food or drink industry use pop-up stores and Vitamin Water from Coca Cola drew huge attention by opening one.
② Shopping products
Fashion industry is enthusiastic towards pop-up stores and, in reality they are used frequently. As the trends of fashion are changing more rapidly and consumers demand diversity, it is important for clothing brands to catch up with such movement.
In Korea, Club Monaco opened a store using a container box in front of Lotte Department Store and Shinsegae Department Store and Nike opened one near Hongik University. Shinsegae pop-up store featured limited editions of ‘blue fit’ jeans which attracted customers. In the case of Nike, its pop-up store not only had newly introduced products but also the most famous and popular products that many desire. Additionally, Amore Pacific’s Liriko and Nivea, both cosmetic brands, put up a store in Sinsa-dong in which customers could explore various products. In the USA, Nike opened one in New York to sell 250 pairs of limited edition shoes and Uniqulo drove two containers around the city.
According to a marketer of Lirikos, pop-up stores are attractive to fashion industry as the promotion effect is high, responses from customers are quick and direct and concept of stores can be diversified easily.
③ Specialty products
Pop-up stores are not limited to relatively popularized fashion brands. In fact, premium brands such as Prada, Chanel and Louis Vuitton also opened pop-up stores. They are taking advantage of this strategy in order to strengthen the ‘rarity’ and ‘uniqueness’ of their brand.
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3) http://magazine.jungle.co.kr 매거진정글
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Louis Vuitton pop-up store, Tokyo, Japan
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