An Inside Look at the Pop-Up Retail Phenomenon

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May 22 (Bloomberg) -- Lion’Esque Founder and CEO Melissa Gonzales discusses the rising popularity of pop-up stores on Bloomberg Television's “Market Makers.” (Source: Bloomberg)

New york, l.a., the hamptons.

Does that mean pop-up only works for the one percent?

Absolutely not.

You see them in cities that have high foot traffic, but they are happening nationwide, across the world, london, australia, new zealand.

It is definitely a paradigm shift that is international for retail.

Why?

What is so special?

There is a customer psychology that retailers have to be able to touch upon.

Sometimes with brick-and-mortar, they are limited in being able to deal with that.

So this allows them to create something authentic and aspirational to create a deeper relationship with their customers.

It's more exciting sometimes to go to a pop-up store.

You see it where it wasn't there before.

It might not be there next week.

But how do you pick a location, the right time, market the fact it is going to be there?

Absolutely.

It is definitely a process.

We sit with our clients before we start and say what are your goals because that will determine the answer to a lot of the questions.

Is this customer appreciation or customer then we looked at the most advantageous place to pop up.

What about the strategy behind where you decide to pop up?

Sure.

A client of ours is a dallas-based online retailer for men.

They want to test the new york market.

We say where in the city should we pop up?

Maybe soho makes a lot of sense.

It's a top priority of sales and customer graphic in -- if your top priority as sales and customer demographic is midtown, and popping up in midtown makes the most sense.

To certain products work better than others?

For sales, you definitely want to have something that is an easy impulse buy.

You are starting to see a shift where luxury retailers are doing it as well.

Chanel is doing one in aspen this summer.

But that's all about the levering and aspirational lifestyle you can step inside of.

Chanel in aspen can afford to pop up.

Absolutely.

I wonder if there are businesses that operate as pop-ups all the time as a marketing scheme rather than someone who is online but does it once in a while.

You see that happen all the time.

Food trucks kind of have that model.

They travel seasonally.

It makes sense to be here during our summer months and then they travel to the west coast.

You see that with businesses like ricky xoma halloween stores and stuff like that.

If there is a seasonal part of your business, it makes sense.

How hard is it to get the locations?

Here in new york city where rents are sky high, where it is so tough to get locations, can you actually find places to use yucca it's definitely getting easier?

Ethier?

This text has been automatically generated. It may not be 100% accurate.

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