Are Pop-up Stores the Future for IndieBrands and Artists?
Pop-up stores aren’t a new concept. We’ve seen pop-up stores anywhere from the mall to some of the best shopping districts in the country. Even top brands like Nike and artists such as Kanye West have used pop-up stores to reach more customers and engage them directly.
What’s interesting is the way independent artists and indie brands are now using pop-up stores to expand their reach. Despite the immense popularity of online stores and e-commerce websites, pop-up stores are increasingly popular. Are pop-up stores really the future for indie brands and artists?
More Than Just Sales
The main goal of having a pop-up store is to sell merchandise directly to customers. Independent brands can bring their merchandise to the hottest locations in the country without having to invest a lot of money to rent an entire building or go through the complicated process of setting up a permanent store.
Clothing brands, for example, can rent a mall kiosk from a company such as Westfield and have their merchandises displayed in as little as a day. With the walk-in traffic of top malls across the country still holding strong, a simple and well-designed kiosk is the perfect way to boost sales.
But pop-up stores aren’t just about sales. It is also about branding. It is easy to set up a pop-up store in New York’s SOHO or other prime locations. When a brand does that, the value of that brand and the exposure it receives are both elevated to a whole new level.
An Opportunity for Artists
Pop-up stores aren’t just effective for brands who sell tangible merchandises. They are also handy when used for promoting new digital products, works of art, and other pieces. Once again, location and the way the pop-up store is set up play important roles in just how effective it can be as an offline campaign.
Let’s not forget that there are a lot of opportunities to set up a pop-up store during special events. Concerts, art shows, and other relevant events attract thousands of potential fans; not taking advantage of these opportunities would be such a waste.
For musicians, pop-up stores are perfect for hosting quick live sessions at certain times. It is the perfect setting for connecting with the audience. A large portion of that audience will then be avid fans that continue to follow the musician’s work for years to come.
Key Ingredients for Success
Before you go ahead and rent a space for your brand or art pieces, there are a few important things you need to know. For starters, it is worth noting that every successful pop-up store has a strong concept; this was the case with Kanye’s Yeezus campaign and FluffyCo’s pop-up stores in San Francisco.
Use the power of social media to promote your new pop-up store. When there is a certain location to visit, a simple social media invitation can turn into thousands of people turning up in a few minutes. More importantly, watch your timing when considering pop-up stores as a way to promote your brand or work.
So, are pop-up stores the future for indie brands and artists? The answer to this question is a definite YES. There will be more brands and artists using interesting pop-up stores to engage potential customers; now is the perfect time to join the excitement.