Retail Trends

John Lewis Christmas Emporium As the world becomes more digitally focused, it’s more difficult for brands to stand out against their competitors. Younger consumers crave novel, interesting experiences, and combined with the changing landscape of the traditional high street battling online giants, it’s the perfect scenario for the pop-up economy to prosper.

So, what exactly is a pop-up?

In short, pop-up shops are stores that ‘pop up’ for a limited time to achieve a particular goal. They are short-term outlets that allow businesses to test out their brand and product delivery before establishing a long-term physical retail store. This type of retail is becoming more common as brands look for unique and engaging ways to increase awareness while giving them the opportunity to experiment with less risk. The Christmas Emporiums that John Lewis has created across 10 of its UK stores aim to give a one-stop festive shopping experience with in-store events, workshops and personalised gifting opportunities.

The benefits of establishing short-term physical locations

Retailers most commonly opt to open a popup to generate buzz and awareness of their services, offerings or even just their brand. However, pop-ups can also increase sales and social media engagement as well as boost online visibility as a result of positive customer engagement and expansion of reach. With a pop-up being temporary by nature, customers are a lot less likely to delay their purchasing, just in case they miss out! Setting up for a limited time in a temporary location in an area that generally has high footfall can give your consumers a sense of urgency and drive sales quickly.

Taking that FOMO one step further, a popup event is a great opportunity to show off a new product or range launch. Not only do you generate excitement, but consumers are also more likely to attend and purchase to ensure they’re able to get their hands on a product before it sells out.

From clicks to bricks – how e-commerce can benefit

Pop-ups can be especially beneficial for e-commerce businesses because they offer brand exposure in a new space with the intention of attracting an audience that wasn’t being captured in previous marketing efforts. It can also be a great tester project for e-tailers looking to experiment with brick-and-mortar spaces, providing an understanding of how their brand might perform in this market. Although the digital evolution has catapulted consumer purchasing through online platforms, a large number of retail sales are still in store, and as Covid-19 restrictions lifted in the UK, shopping centres saw footfall dramatically increase. Online stores should consider physical retail opportunities, even if temporary, as part of their strategy to build awareness of their brand and to incorporate a new sales channel.

Pop-ups allow e-commerce businesses to translate their offering easily to a physical store while experimenting with their desired shopping experience. This can be done without having to commit to a longterm design and expense.

Transitioning from an online-only space to a pop-up retail location can also drive more online traffic by building strong customer experiences, new audiences and retention and loyalty with existing valued customers.

Big players in the pop-up game

Anyone can open and create noise through a pop-up, from a small independent greeting card supplier to a luxury fashion

giant. Some pop-up events go one step further than simply displaying products and bring a fresh idea to a brand’s expected offering. Chanel opened Coco Cafés in numerous locations around the world, inviting consumers to experience minimakeovers and newly launched fragrances while enjoying a drink. A two-day pop-up store in Barcelona saw sports giant Adidas reveal an EQT gaming room. Visitors could experience the latest in Adidas’ innovation and new designs while taking advantage of exclusive features and a range of games machines.

It isn’t only fashion retailers that have created memorable pop-up experiences. Mexican lager brand Corona – renowned for its relaxed, good-time vibe – constructed two pop-up social escapes in Barcelona and Sitges, featuring a restaurant, yoga sessions and live music, all in a paradise-like environment.

Functional and aesthetic displays are essential for creating an effective pop-up shop, says Gabriella Peace, communications manager of UK Greetings, a greetings card publisher that offers strategic display planning to its customers. Gabriella said: “Pop-up shops aren’t just about selling products; it’s about creating an experience that reflects your brand and its values. Pop-up shops and displays should always be tailored, allowing customers to recognise value not only in your products or services but also in your presence in the world.

“Pop-up retailers and brands must acknowledge factors including sales data, demographic information, price points and design when curating store space. By doing this, you can further boost your brand recognition and value, achieving maximum revenue and results.”

Developing an omnichannel presence that incorporates experiential pop-up locations is an intelligent strategy for any retail business. However, the landscape of physical retail is very different to the digital sphere, and as a result, a lot of direct-to-consumer e-commerce businesses are hesitant to commit to physical locations without testing the waters first. But with copious retail space now available thanks to the pandemic closures, it’s no wonder that pop-up shops and events are on the rise for businesses attempting to offer something interesting. Agile thinking will continue to prompt new initiatives as retailers rebuild.

The Rise of Pop-up Shops and Events

Andrew Martyniuk outside Autelier

Clogau display in Autelier, New Bond Street

Autelier, New Bond Street

As part of the Koppel Project, Andrew Martyniuk (co-founder of The Jewellery Cut and consultant to the British Academy of Jewellery) has partnered with Trang Do of Kimjoux Jewellery to open Autelier, a three-month festive pop-up shop on Mayfair’s New Bond Street. Running until 31st January 2022, the shop will stock design-led quality fashion and art as well as contemporary fine jewellery from jewellers based in Britain.

The Koppel Project is a central Londonbased arts charity that supports early and mid-career artists by offering subsidised central communal studio spaces. It also runs gallery and event spaces, including pop-up sites. The Project brokers space, usefully filling abandoned buildings and putting them to use for the arts and local community. It works closely with a number of organisations, including the British Academy of Jewellery.

Trang Do explains that Autelier “is on a mission to create a 360 shopping experience, bringing together the most exciting luxury, independent brands. We’re looking for people with the passion and drive to create exceptional experiences for our clients,” she says. Jewellery brands confirmed to be part of the pop-up store include Clogau, Heritage Rocks from The Jewellers Bench, Reframed Jewellery, Laurence Vanderborre, Nigel O’Reilly, Kimjoux, Manpriya B and Baroque Rocks, with more to join in the lead up to Christmas. Prices of jewellery range from £50 to £50,000, with a mix of styles on offer.

“The opportunity for us to collaborate with the Koppel Project means we can give young designers and brands a face on the world’s busiest shopping street and place them alongside the biggest luxury brands in the build up to Christmas,” adds Martyniuk.