Why "Pop-Ups" Will Keep Popping Up
Hunter Boots Pop-Up store, 108 Wooster St, New York, NY.
In the past decade, pop-up shops have increased tremendously in popularity. When the pop-up shop frenzy began, it was for the most part retail companies taking part. Today, you can name just about any major brand within any industry and they have probably had one or at least thought of or plan to invest in one.
The Hunter Boot Company, a British based brand is a prime example of the many brands who took part in this frenzy. The chosen destination for their first ever pop-up store was in New York City's SoHo, Manhattan area. They looked to Tangram International to take part as the brand's strategic partner to help execute this project.
There are a few reasons why pop-ups continue to spark marketers interest. Here's why.
- They're a good way to build brand awareness.
- Retail habits are changing- shoppers are online more now then ever before, leaving retailers not needing as much store space.
- Finding retail space available for short-term is becoming easier.
- Timing is a big factor. Pop-ups help brands be where they want to be when they want to be.
