Pop up sale

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Pop up sale of a grocery brand in London

A pop-up sale [ ˈpɒpˌʌp ] (from English to pop up , 'to suddenly appear' ) - in English pop-up retail - in German mostly a pop-up store - is a short-term and provisional retail business that temporarily operated in vacant business premises becomes. The range of goods mostly corresponds to that of a boutique , but can also be similar to a warehouse sale . Pure service companies are also increasingly using the concept.

concept

A retail space can still accommodate the pop-up sale on one day and be used for other purposes a day or a few weeks later. In addition to the obvious sales of goods , the aim is, on the one hand, to increase the perceived value of the goods on offer - often just a single brand - through the sudden appearance and advertising by means of word of mouth . In addition, potential customers have to expect that the sale will be over the next day, which will encourage them to quickly visit the store and make a spontaneous purchase. On the other hand, there are hardly any advertising costs, and temporarily empty sales rooms can be rented cheaply. A pop-up sale is primarily used for fast, profitable sales of goods, especially for seasonal goods, and for image maintenance.

distribution

The first sale of this kind, the Ritual Expo , took place on just one day in 1997 in Los Angeles, offered trendy clothing and was the idea of event manager Patrick Courrielche. The method is now considered a trend, particularly in the clothing industry, and is particularly widespread in the United States of America , Canada , Great Britain and Australia . Pop-up sales have also appeared in Germany since the late 2000s . In the meantime, in the big cities of Berlin, Munich, Hamburg, Cologne, but also in other cities, pop-up stores are a living concept for vacancy in sales areas. Even large corporations are now using the pop-up store concept. In addition to several online databases for the vacancy of retail spaces, there are now also specialized pop-up agencies that concentrate on the operation of pure pop-up stores. Service companies like real estate agents also use pop-up stores.

Web links

Commons : Pop-up retail  - collection of pictures, videos and audio files

Individual evidence

  1. ↑ UBL: Please, what is a pop-up store? welt.de, August 21, 2008, accessed December 5, 2014.
  2. ^ Cutting-Edge Clothes and Music at Ritual Expos. July 9, 1999, Retrieved November 20, 2019 (American English).
  3. ↑ Harald Reil: Pop, pop, pop: Pop-up shops are springing up like mushrooms around the world . GBI Genios Wirtschaftsdatenbank GmbH, 2014, ISBN 978-3-7379-5612-3 ( google.com [accessed on May 11, 2016]).
  4. ↑ McMakler opens first pop-up store in Hamburg. Retrieved November 20, 2019 .