Pop-Up Stores Adopting the Guerrilla Marketing Strategy

by Cathy Johnson Find The Best Space For Your Brand

In this era, youngsters crave novel experience; businesses have already shifted their budgets from the conventional advertisement to brand activation methods. On combining the bits and pieces of potential retailers as well as of online giants, a perfect environment for a pop- up can flourish.

Even the big e-commerce companies are using pop-ups as an efficient way to interact and connect with their potential audience. Nowadays, pop-ups have become a significant segment of the pop-up industry.

Guerrilla marketing pop up store

The Initial Adopters of Pop-Up Stores

The notion of pop-stores got popularized by the famous Japanese fashion label Comme des Garçons, and these stores were also popularized due to the guerrilla marketing technique. Rei Kawakubo- its founder opened the first pop-up of its label in 2004, Berlin.

Since then, this fashion label has been marking its territory globally at a rapid pace. These pop-up stores usually open once or twice a year that too, in an unpredictable location to create a buzz and a sense of curiosity among the customers.

The pop-up store, including the short term rental in Geneva, also form the temporal and anti-establishment nature of these pop-up stores have been continuously evolving and embracing not only just the fashion industry but other industries as well. The retailers and brand owners favor this guerrilla marketing strategy, as it fits in as one of the pop-up stores:
  • It creates an instant buzz among the customers,

  • It allows the space for non-committal exposure as well,

  • There mount numerous opportunities for the various brands for experimentation, and

  • It serves as a test-bed for the new products and concepts.

By providing an assortment of products that too in a short span of time in which, through pop-up stores you can gratify the customer requirements and at the same time analyzing the preferences and behavior of a customer faster than browsing the internet.

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About Cathy Johnson Innovator   Find The Best Space For Your Brand

15 connections, 0 recommendations, 51 honor points.
Joined APSense since, July 12th, 2018, From Zürich, Switzerland.

Created on Aug 7th 2019 06:44. Viewed 399 times.


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