In the luxury retail space, modern consumers appreciate the unique and odd. For them, the shopping experience is just as important as the product. As permanent brick-and-mortar stores turn more mundane and expensive, ephemeral pop-ups have proved to be a simpler way of creating excitement and visibility for luxury labels.
Giving shoppers a unique and engaging shopping experience, the success rate of pop-ups is growing big in the luxury retail space. Most global brands claim it to be working with 85% of consumers. As temporary labs for showcasing new collections, pop-ups have disrupted the way retailers’ market and interact with customers.
As the owner of Abra, a retail shopfitting & brand activations company in Dubai, I explain why the pop-up trend is not only there to stay but would also rule in the future:
Offer limited-edition products
There for only a limited time, pop-ups create the fear of missing out (FOMO) in consumers’ minds. It fuels a fear that if you don’t engage now, then you’ll miss out on something spectacular. It also gives the brand the opportunity to show new collections to engage directly with consumers and receive feedback.
The hype of exclusivity and scarcity
Pop-up shops being temporary attractions create a buzz of ‘novelty and scarcity’ and this is what luxury fans seek. With affluent shoppers demanding rotation of styles and innovation, the Millennials and Gen Z shoppers soon pick up luxury trends on social media platforms. Realizing this, brands have gone bold and beautiful sharing new collections on media handles to lure shoppers into their pop ups.
Pop-up stores bring limelight around new product launches, collections or limited-edition items. When customers purchase the distinct and exclusive in the introduction phase itself, they feel special and unique.
Cost-effective retail strategy
The cost-effective nature of these temporary spaces means they can be set up fast and for a limited time anywhere – attracting foot traffic of unfamiliar first-timers, long-term brand loyalists and seekers of the new. Also, as luxury labels get more personal, pop-ups encourage new and exciting ways to interact with customers.
Overall, pop ups provide fantastic experiential marketing opportunities to test drive newly launched collections in varied locations. With short-term leases and minimal maintenance, brands can dive into new markets without committing to more mainstream outlets. Investing in a pop-up certainly complements your luxury brand giving them an omnichannel presence.
Get in touch with our retail experts at Abra, a leading retail production company in Dubai, to see how we can make your pop-up store a one-of-a-kind experience for your target customers.
Anand Kumar, Managing Director at Abra