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Bergqvist, Anna, and Louise Leinoff. "Once you pop your customer will shop : - A study about pop-up stores." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13173.
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Background: E-commerce retailing is the most rapidly growing shopping mode and has quickly gained a huge market share. The increased growth rate means that the competition among online based companies is growing. Therefore the challenge faced is how to be unique on an extremely competitive market and being able to reach customers in a jungle of information and communication. By identifying barriers and weaknesses in the existing online sales mode, new complementary tools might be found which can help online based companies to stay competitive, meet customers’ demands and deliver exclusive experiences. Purpose: The purpose of this thesis is to describe the new phenomenon pop-up store and investigate if it could be a complementary tool for online based companies to help tackling limitations inherent in e-businesses. Methodology: In this study we conducted seven interviews with people that have been working with pop-up store concepts in some way. Two of the interviewees were consultants, one was a specialist on pop-up stores and the rest were Marketing Managers of well known Swedish companies. Conclusions: This study showed that the three most prominent limitations inherent with e-business (lack of human interaction, communication, capture of visitors’ attention) could be overcome with a pop-up store. Proposals for future research: It would be interesting to further investigate, in connection to this study, how customers have perceived the concepts and if they think that a pop-up store could increase their knowledge about an online based company and enhance their willingness to purchase through the web
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Retief, Miriam-Miri. "Young South African consumers’ impulse intentions toward visiting pop-up stores." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/41219.
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Pop-up retail was first introduced as a new marketing concept in 2003, but it only appeared in South Africa in 2008. Pop-up retail is still viewed as an innovation in South Africa. It entails the opening of a tentative store, located in a unique space or venue, offering the opportunity for product trial and “one-of-a-kind” store experiences through the use of unique venues. Pop-up stores are temporary and their opening is mostly unannounced (OPEN TEXT CORPORATION, 2008c:4). Consumers are forced to make quick decisions to either visit the store or not, as these stores have a limited lifespan. Pop-up retail offers an entertaining and satisfactory retail environment and may provide a solution for retailers to survive fierce competition.
The purpose of this study was to explore the relationships between characteristics of the innovation (relative advantage, trialability, observability, low complexity, compatibility), internal factors (mood or emotional state, hedonic desires, consumer innovativeness), an external factor (exterior store design) on the one hand, and young South African consumers‟ impulse intention to visit a pop-up store on the other. An exploratory survey research design was followed. Data was collected by means of a structured, self-administered questionnaire developed from existing scales. It was administered to a convenience sample of 523 South African students. Confirmatory factor analyses were done to validate the latent underlying variables for the hybrid model. Pearson‟s correlation coefficient test was run for testing various hypotheses, establishing the correlation between the independent variables and the dependent variable. Values of the correlation coefficient ranged between 0.39 and 0.61, indicating a positive correlation between the independent variables and the impulse intention
to visit a pop-up store. All the correlations were significant at the 1% level (p-value < 0.0001). Multiple regression analysis was employed to test and quantify the relative contribution of the multiple independent variables to predicting impulse intention to visit a pop-up store.
The findings indicated that all the hypotheses developed for the study were supported. Characteristics of an innovation, internal factors and external factors were proven to play a role in young South African consumers‟ impulse intention toward pop-up retail. Observability, compatibility, consumer innovativeness and exterior store design appeared to be more predictive of consumers‟ impulse intention to visit pop-up stores.
The study was limited to students enrolled at only two tertiary institutions in South Africa. Further research is needed at tertiary institutions in other cities in the country. The study focused only on impulse intention to visit pop-up stores in South Africa and future research is needed to study the different forms of pop-up retail to determine the most effective ones locally, as well as the behaviour of consumers visiting an actual pop-up store. Retailers making use of pop-up stores should include unique products, engaging experiences, signage and trial opportunities for consumers. Store design should be eye-catching, hedonically pleasing and explorative, with moderate complexity to attract innovative consumers and result in optimum success.Dissertation (MConsumer Science)--University of Pretoria, 2012.
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Consumer Science
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Henkel, Laura [Verfasser]. "Here today, gone tomorrow: Pop-up stores’ ephemerality and consumer behavior / Laura Henkel." Göttingen : Niedersächsische Staats- und Universitätsbibliothek Göttingen, 2021. http://d-nb.info/1234236176/34.
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Löfberg, Thérèse, and Petra Sturesson. "Morgondagens detaljhandel : En studie om pop-up butiker, showrooms samt omnikanalers betydelse i detaljhandels framtid." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44894.
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Forskningsfrågor Hur kommer företag att arbeta med showrooms och pop-up butiker i framtiden? Hur ska företag integrera sina olika försäljningskanaler för att behålla en stark position på marknaden? Syfte Syftet med uppsatsen är att undersöka hur detaljhandeln kommer att utvecklas i framtiden genom användandet av nya kreativa försäljningskanaler, för att nå nya samt redan befintliga kunder. Vidare syftar uppsatsen till att undersöka vikten av att företagens olika försäljningskanaler är integrerade för att kunna möta kundernas efterfrågan. Syftet är även att skapa en förståelse utifrån hur företag, genom sin kanalintegration, kommer att få konkurrensfördelar på marknaden. Metod Uppsatsen är skriven med en kvalitativ forskningsmetod som har en induktiv ansats med deduktiva inslag. Vi har under studien insamlat empirisk data genom semistrukturerade intervjuer samt två fokusgrupper. Slutsats I denna studie kommer vi fram till att pop-up butiker är ett fenomen som kommer bli allt vanligare, då det är en försäljningskanal som har många fördelar. Studien visar även att showrooms, mot slutkunder, kommer bli allt vanligare. Integrationen av ett företags försäljningskanaler kommer samtidigt bli viktig, för att skapa helhetsupplevelsen för kunder.Research question How will companies work with showrooms and pop-up stores in the future? How can companies integrate their various sales channels to maintain a strong position in the market? Purpose The purpose of this thesis is to investigate how the retail industry will evolve in the future- using novel creative sales channels to reach both new and existing customers. Furthermore, the thesis aims to examine the importance of how corporations’ different sales channels are integrated in order to meet customer demand. Another objective is to gain an understanding of how companies, through channel integration, can attain a competitive advantage in the market. Method We used a qualitative research method with an inductive approach but incorporating some deductive elements in order to investigate the above questions. During the study we collected empirical data through semi-structured interviews and from two focus groups. Conclusion Our research suggests that the pop-up store is a phenomenon that will continue to grow because it has many advantages as a sales channel. Moreover, it indicates that showrooms will broaden their target market to include end consumers. The integration of a company's sales channels will also be important to create a cohesive overall experience for customers.
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Sihvola, O. (Otto). "A literature review on pop-up stores and their potential to start new business ventures." Bachelor's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201712093292.
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Öhman, Jesper, and Knut Benson. "How Short-term Leasing Can Mitigate Vacancies in Retail Stores : Implementing Short-term Leasing in the Retail Industry." Thesis, KTH, Fastigheter och byggande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-297782.
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Retail is changing. E-commerce is increasing its percentage of total sales while physical storesare closing. This affects how real estate companies work with retail spaces to minimizevacancies, and short-term leasing, also called pop-up stores, is one way to do so. Pop-ups haveexisted in different forms for a very long time. Seasonal stores and farmers markets are twoexamples. The modern-day pop-up, assessed and discussed in this study, is the one not alwaysused for sales purposes but also marketing purposes. This study aims to see how modern-daypop-ups can fill the void left by rapidly closing retail stores.The study was carried out by reviewing existing literature about pop-ups and how they work,followed by semi-structured interviews with real estate companies and consultants throughoutthe property industry. Emphasis was put on bottlenecks and problems with implementing shortterm leasing and how market platforms can aid real estate companies with this.The study shows that real estate companies and the industry as a whole are aware of the statusof traditional retail and that they have started to use short-term leasing to a greater extent thanbefore. The real estate companies were positive towards using short-term leases as a tool tominimize vacancies. However, it also shows some problems with implementing short-termleases from a real estate company's perspective. The main obstacles found during the studywere transparency issues regarding vacant spaces, how short-term leases can negatively affectproperty values, and the time-consuming aspect of signing short-term contracts. Concludingthat market platforms can solve certain problems regarding short-term leases, but others haveto be solved by the real estate industry itself.Detaljhandeln genomgår en förändring. För varje år som går ökar e-handelns andelav detaljhandelns försäljning och antalet butiksvakanser blir allt större. Detta påverkar hurfastighetsbolag jobbar med sina butiksytor för att minimera det ökade antalet vakanser. Etttillvägagångssätt är att arbeta med korttidsuthyrningar, så kallade pop-up butiker. Pop-upbutiker har funnits väldigt länge och i olika former, så som säsongsbutiker och lanthandel. Denmoderna typen av pop-up butiker som kommer tas upp och diskuteras i denna uppsats är dockden som inte alltid är till för att maximera försäljning utan också för att använda imarknadsföringssyfte. Denna studie syftar till att undersöka hur moderna pop-up butiker kanhjälpa till att fylla det vakuum som lämnats av ett ökat antal vakanta butikslokaler.Uppsatsen skrevs genom en litteraturstudie av existerande litteratur om pop-up butiker samtsemistrukturerade intervjuer med fastighetsbolag och konsulter inom fastighetsbranschen. Härlades stor vikt vid de flaskhalsar och problem som uppstår i samband med implementering avkorttidsuthyrning samt hur marknadsplattformar kan hjälpa fastighetsägare att lösa dessa.Studien visade att fastighetsägare har börjat använda sig av korttidsuthyrningar i en störreutsträckning än tidigare. Fastighetsägarna var positiva till att använda sig av korttidsuthyrningarsom ett verktyg för att minska vakanser. Det visade sig också att det finns problem medimplementering av korttidsuthyrningar från ett fastighetsägarperspektiv. De största problemensom studien visade på var transparens av tomma lokaler, hur korttidsuthyrningar kan påverkafastighetsvärden negativt samt tidsåtgången för att skriva ett korttidskontrakt. Vissa problemkan lösas av marknadsplattformar för korttidsuthyrning medans andra behöver lösas avfastighetsbranschen i sin helhet.
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Andersson, Amanda, and Frida Andersson. "Här idag - Borta i morgon : En kvalitativ fallstudie om vilka möjligheter och risker pop-up butiker kan medföra för ett varumärkes image och identitet." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86174.
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Titel: Här idag- borta imorgon. En kvalitativ fallstudie om vilka möjligheter och risker pop-up butiker kan medföra för ett varumärkes image och identitet. Författare: Amanda Andersson och Frida Andersson Handledare: Leif Rytting Examinator: Kaisa Lund Kurs: Kandidatuppsats 15hp. Företagsekonomi III - Marknadsföring. Detaljhandel och Service Management, Linnéuniversitetet, VT 2019. Syfte och forskningsfrågor Syftet med studien är att undersöka på vilket sätt pop-up butiker kan stärka ett varumärkes image och identitet samt vilka risker konceptet kan medföra ur ett varumärkesperspektiv inom detaljhandeln. Forskningsfrågor: · Varför väljer Företag att öppna pop-up butiker? · Vilka möjligheter och risker finns det med att öppna pop-up butiker utifrån ett varumärkesperspektiv? · På vilket sätt kan pop-up butiker bidra till att stärka befintliga relationer mellan varumärken och konsumenter? Metod I studien tillämpades en kvalitativ fallstudie av inredningssektorn. Det empiriska materialet baseras på åtta semistrukturerade intervjuer av personer med kunskap om pop-up butiker. Slutsatser Pop-up butiker kan stärka ett varumärkes och identitet image genom att det ger varumärket en fysisk närvaro där de får chansen att förtydliga sitt varumärke. Den största risken ligger i om var pop-up butikerna inte följer varumärkets övriga helhet samt om varumärken öppnar överallt vilket kan urvattna varumärket.Title: Here today- gone tomorrow. A qualitative study about the opportunities and risks the affect of pop-up stores have on a brands image and identity. Authors: Amanda Andersson och Frida Andersson Tutor: Leif Rytting Examiner: Kaisa Lund Subject: Bachelor thesis 15 credits. Business administration III - Marketing. Retail and Service Management, Linnaeus University, Spring 2019. Purpose and research question The purpose of this study is to investigate in which way brands can strengthen their image and identity and the risks the concept can entail from a brand perspective. Research questions · Why do companies open pop-up stores? · What are the opportunities and risks for opening a pop-up store from a brand perspective? · In what way can pop-up stores help strengthen existing relationships between a brand and customer? Method This study is based on a qualitative case study in the furnishing industry. The empirical material are based on eight semi structured interviews with people with knowledge about pop-up stores. Conclusion/Findings Pop-up stores can strengthen a brands image and identity by giving the brand a physical attendance to explicate the brand. The risk is if the brands pop-up stores doesn’t follow the themes with the other channels, or if they open pop-up stores everywhere can result in brand overexposure.
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LJUNGSTRÖM, SANDRA, and SPÅNGBERG. "Bridging the gap : A feasibility study of a public showroom." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17374.
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Purpose: To examine whether there is an interest in a public showroom for Swedish consumers and fashion e-retailers and how it could benefit them. Design/methodology/approach: Qualitative interviews with two Swedish fashion e-retailers were conducted in order to understand if there was an interest in a public showroom amongst the chosen companies. A survey with 200 participants was carried out with students from the Swedish School of Textiles, to get an understanding of their e-shopping behavior. Findings: It was found that there is an interest in implementing a public showroom. According to the survey results, a majority were in favor of trying on a product before purchasing it. The fashion e-retailers that were interviewed thought that it would be of interest if it would function more as a temporary pop-up solution. Practical implications: The findings are of relevance for fashion e-retailers that are potentially interested in an additional marketing and communication channel for their internal brands. Originality/value: As there was no research regarding Swedish fashion e-retailers attitude towards a public showroom, this thesis contributes with new findings to the academics. Furthermore, it can be used as a guideline to fashion e-retailers in the event of opening of a public showroom.Program: Master Programme in Fashion Management
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ÅHMAN, SANNA, and ELIN HAHNE. "Mode som marknadsföringsverktyg : En studie om innovativ marknadsföring." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17384.
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Avsikten med vår uppsats är att bringa förståelse kring hur modevarumärken använder sig av nytänkande marknadsföring vid förmedling av sitt budskap, med fokus på: sociala mediekanaler, varumärkesambassadörer och Pop up stores. Vår huvudfråga är; Hur använder sig modeföretag av innovativ marknadsföring för att kommunicera sitt varumärkesbudskap? Innovativ marknadsföring är vårt egna begrepp vilket vi definierar som marknadsaktiviteter med syfte att skapa uppmärksamhet kring ett varumärke med fokus på kreativitet och nytänkande snarare än med pengar. Den empiriska undersökningen består av intervjuer med respondenter från Jumperfabriken, Svenska Moderådet, Dragster Kommunikation och Hope. Vår teoretiska referensram berör teorier gällande varumärkets tre nivåer, märkets författare, deltagande och absorbering, dold marknadsföring, pullmarknadsföring samt diffusionsteorier. Varumärkets tre nivåer skildrar kärna, stil och tema. Där kärnan motsvarar varumärkets själ, stil beskrivs som den kultur varumärket gestaltar och tema handlar om hur detta kommuniceras till marknaden. Märkets författare kategoriseras som märkesinnehavare, konsumenter, populärkultur och andra viktiga intressenter. Samtliga aktörer är skapare av märkets mening. Kundens grad av deltagande samt typ av anknytning/relation till omgivningen kopplas i uppsatsen till olika typer av marknadsföringsaktiviteter. Kunden kan vara enbart mentalt närvarande, fysiskt närvarande eller bli medproducent till händelsen och på så sätt påverka resultatet. Dold marknadsföring är ett innovativt sätt att nå ut med sitt varumärkesbudskap genom mediebruset. Ett dolt marknadsföringsbudskap kan spridas fysiskt, verbalt eller virtuellt. Det nya sättet att kommunicera kallas pullmarknadsföring och innebär att information finns tillgänglig då konsumenten vill ta del av den. Diffusion innebär spridning i och genom sociala system. Diffusionsprocessen omfattar många människors beslut kring att anamma en nyhet. Ett varumärke måste även legitimeras för att bli erkänt och en välanvänd legitimeringsmetod är att visa upp sina plagg på välkända personer. Uppsatsen visar att företag inte använder sig av innovativ marknadsföring i rent försäljningssyfte. Det huvudsakliga användningsområdet är istället att förmedla budskap och frambringa associationer. Innovativ marknadsföring används också för att skapa en relation till varumärkets konsumenter, för att de i sin tur skall sprida budskapet vidare. Denna typ av marknadsföring kan i många fall ses som synonym till dold marknadsföring. De tre delarna fysiskt, verbalt samt virtuellt är centrala och bör kombineras. Även pullmarknadsföring kan knytas samman med innovativ marknadsföring, i avseende att konsumenter är vana vid att välja vilka budskap de vill ta del av. Den innovativa marknadsföringen är upplevelsebaserad och i takt med att konsumenters medvetenhet kring reklam ökar måste aktiviteterna ständigt förnyas. Sociala medier är ett självklart inslag i företags marknadsföring. Det innovativa ligger dock i aktiviteterna, snarare än i själva kanalerna. Dessa aktiviteter kräver en reaktion för att få spridning. Ambassadörer kan ha en stor påverkan i diffusionen av ett modevarumärke. Det är dock viktigt att varumärket noggrant tänker igenom sitt val av ambassadör för att undvika oönskade associationer. En annan viktig aspekt är att ambassadörskapet bör framhållas som ett samarbete för att undvika den negativa klangen i företagssponsring. I framtiden tror våra respondenter att ambassadörskapet kommer nå nya dimensioner genom innovativa samarbeten. Vi kan i och med detta dra slutsatsen att en ambassadör inte enbart behöver vara en känd person utan kan lika väl vara en plats varumärket vill associeras med. Genom att sätta upp en Pop up store kan varumärken nå ut till medvetna konsumenter och nya marknader. Butiken uppfattas ofta som slumpmässig, men är i själva verket en strategiskt planerad marknadsföringsaktivitet. Pop up stores och andra analoga aktiviteter är i dagsläget mer sällsynta än de innovativa marknadsföringsaktiviteter som sker på internet. Vi kan därav dra slutsatsen att Pop up stores och liknande aktiviteter är här för att stanna.Program: Butikschef, textil och mode
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León, Valdeiglesias Darío Rodrigo, and Rosas Mariel Alejandra Urquizo. "Factores de los “Pop-up stores” en relación al brand experience y a la intención de compra de las marcas de ropa de moda juvenil de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654039.
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A través de la evolución de los formatos retail y las modalidades de venta, muchas marcas de moda juvenil de Lima Metropolitana han adaptado el formato de sus tiendas, en función a ofrecer una experiencia diferente e innovadora con el objetivo de generar mayor intención de compra. A partir de lo anterior, es que se decidió por realizar un análisis que busca conocer la relación entre las“Pop-up stores” con la experiencia de marca y la intención de compra. Esta, fue investigada por medio de un tipo de investigación correlacional concluyente, con el fin de obtener la relación entre las variables en las que se enfoca la investigación. Se elaboró un cuestionario dirigido a una muestra representativa, quienes han visitado o tienen conocimiento del formato de tienda en mención, cuyos resultados fueron analizados a partir de pruebas estadísticas correlacionales para validar las hipótesis planteadas en la investigación.Through the evolution of retail formats and sales modalities, many youth fashions brands in Lima Metropolitana have adapted the format of their stores, in order to offer a different and innovative experience with the aim of generating greater purchase intention. Based on the above, it was decided to carry out an analysis that seeks to find the relationship between the "Pop-up stores" with the brand experience and the purchase intention. This was investigated through a conclusive correlational type of research, in order to obtain the relationship between the variables on which the research focuses on. A questionnaire was prepared for a representative sample, who have visited or knows about the pop-up store format, which had results that were analyzed from correlational statistical tests to validate the hypotheses raised in the research.
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Pohančeník, Vladimír. "Podnikatelský plán podniku nabízejícího službu pop-up store." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-402141.
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The thesis deals with the creation of a real business plan for establishing a company offering a pop-up store service in the city center of Brno. The thesis is based on the theoretical background describing current forms of sales with focus on the main idea of the plan, creation of a business model, structure of a business plan, especially analytical-research methods, which are used in the following up analytical part of the thesis. The proposal part follows the results of the analyzes and describes the strategy of the start-up, its connection to the created business model, which is further elaborated into partial parts of the business plan.
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Johnson, Annie, Julia Carlsson, and Rebecca Larsson. "The Pop(up)ular Brand Experience." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49075.
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It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.
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Sparr, Lina, and Frida Wälivaara. "Det bästa av två världar : En kvalitativ studie om förhållandet mellan upplevelser och relationer i en pop-up butik." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65484.
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Denna studie ämnar till att undersöka och analysera pop-up butiker för att kunna bidra med en ökad kunskap kring detta nya fenomen. Vårt främsta syfte är att undersöka hur företagets behov av att skapa relationer och kundens önskningar om att få en upplevelse möts i kontexten av en pop-up. För att få en förståelse kring detta avser studien även att undersöka vilka bakomliggande motiv företag har för öppnandet av en pop-up butik.This study aims to investigate and analyze pop-up stores in order to contribute to increased knowledge about this new phenomenon. Our main purpose is to investigate how the company's needs to create relationships and how customers wish to get an experience come together in the context of a pop-up. In order to gain an understanding of this, the study also involves investigating the underlying motives companies have for the opening of a pop-up shop.
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Allen, Nia J. "THE CURATED ESTATE:A PRACTICE-BASED POP-UP STORE SOLUTION FOR LUXURY FASHION RETAIL INDUSTRY’S ISSUES WITH RACIAL DISCRIMINATION." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1620816314892002.
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Maeng, Jisoo. "Urban commercial space design proposal through pop-up store : Space design utilizing the formative features and meaning of Hangul, the Korean letter system." Thesis, Konstfack, Institutionen för design, inredningsarkitektur och visuell kommunikation (DIV), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:konstfack:diva-6480.
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WANG, WEI-JIN, and 王唯嫤. "The characteristic of pop – up brand stores, brand experience and word of mouth." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/uxg6ma.
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碩士中國文化大學
全球品牌與行銷碩士在職學位學程
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Nowadays, facing of high competition for technology products that brands need to find innovative ways to provide brand experiences to touch existing and new target groups. The "Pop-Up Brand Stores" is a temporary store whose goal is to provide consumers with "attractiveness" and "Uniqueness" through unique store concepts, a pleasant store atmosphere and providing hedonic shopping value to stimulate word of mouth, expand brand coverage and new target groups. This study constructs a model and selects four different types of flash brand stores (Line, SONY, Microsoft, and Tesla) to research how does the characteristics of brand store stimulate word-of-mouth? Does the brand experience effect play a role in the mid-range? Does the pop-up brand store effective marketing tool for target groups in technology products? The questionnaire survey method was used to obtain a total of 306 valid samples. This study was analyzed by Structural Equation Model (SEM) which shows that the five hypotheses mentioned include "hedonic shopping value → brand experience", "shop uniqueness → brand experience", "shop environment atmosphere → brand experience", "brand experience → word of mouth", and "brand experience → Utilitarianism” are all supported. Based on the above results, this study discusses marketing management implications.
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Hsieh, Yi-Chen, and 謝宜臻. "A Research on the Business Model of Cultural and Creative Pop-up stores: A Case Study of KAMARO’AN, Pins & Needles and SOBDEALL." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/b86bdr.
Full textAbstract:
碩士國立政治大學
科技管理與智慧財產研究所
106
These days, not only big brands but also small brands have started to use the form “Pop-up Stores” to promote their brands in Taiwan. Huashan 1914 Creative Park is one of the example. Since 2014, Huashan Creative Park has invited cultural and creative teams to join as pop-up stores. This gives the cultural and creative teams another option apart from short-term rental “markets” and long-term rental “stores”. This study seeks to answer reasons why cultural and creative teams operate as “pop-up stores”, understand their business philosophy, and explore the business model. Besides, this study aims to find out how and why the characteristics of cultural and creative industry and pop-up store affect business model. This research uses Osterwalder & Pigneur’s business model (2010) as framework, and adopts a qualitative approach, in the form of case studies of three cultural and creative teams. The findings are: (1) The owners of the Cultural and Creative Pop-up Stores utilize their professional backgrounds to fill the industry gaps, and innovate product production and design. (2) Cultural and Creative Pop-up Stores hold lectures and workshops to discover potential customers, and value customer communications during product design. In the end, they utilize the temporary nature of pop-up stores to urge consumption. (3) The operation of Cultural and Creative Pop-up Stores often includes the characteristics of “store” and “exhibition”, and the owners concern whether store arrangement can convey brand value. (4) The characteristics of cultural and creative industry and pop-up stores affect owners to innovate product design and organize workshops to enhance experiential experiences, also, the owners activate pop-up stores to test the market and gain market intelligence.
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Wen, Yuan-Chen, and 温元禎. "Design Research of Children’s Pop-up story book-take Taiwanese Festival Stories for example." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12997994493864476698.
Full textAbstract:
碩士銘傳大學
商業設計學系碩士班
100
In recent years, the government is placing more emphasis on children’s education, not only in the pursuit of innovation and reformation of our education system, but also in every related aspect such as food, clothing, accommodations, transportation, education, and recreation, in the hopes of creating the best academic environment for them. With the development of computer technology and the rapid changes of information, children can experience diverse life and information during their childhood. Therefore, many ordinary publications cannot meet their reading demand. However, pop-up books veer away from the framework of ordinary picture books to make the children experience the excitement in vision and in touch through the rich structural changes of the inner pages and through the interactive mechanisms, while reading them. Because pop-up books possess the characteristics of both picture books and toys, they enhance the children’s joy of reading and at the same time enrich the children’s imagination and spatial perception. Based on the analysis of literatures and the use of questionnaires, this research explores the pop-up book’s history, types, subjects, functions, and value as well as relevant design applications. Meanwhile, it discusses the pop-up book’s value, types, characteristics, and background stories of festivals in accordance with Taiwan’s festivals. What’s more, this study collects relevant books and information related to domestic and overseas festivals and takes the results of the analyses of the interviewees’ questionnaires as the reference for future creation and research. The design employs Taiwan’s traditional festival stories as the subject and recreates children’s pop-up books replete with Taiwanese culture by integrating the pop-up books’ different expression types. It takes the three background stories of Taiwan’s festivals as the creative content: the story of the monster Nian, the patriotic poet Qu Yuan, and the rabbit living in the moon to form three series; each of which are integrated with different pop-up book structures of layered scenes, jump intos, and exhibit scenes. By combining traditional festival stories and children pop-up books, Taiwan festival stories can be presented with an innovative appearance making children more receptive to learning the traditional culture of Taiwan.
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Oliveira, Natana Aparecida de. "O Merchandising Visual como fator de consolidação da identidade da marca de beachwear Oiôba: estudo de caso e projeto para uma Pop Up Store." Master's thesis, 2018. http://hdl.handle.net/1822/58821.
Full textAbstract:
Dissertação de mestrado integrado em Design de Comunicação de ModaA sociedade evolui constantemente e junto com ela o comportamento dos consumidores, as práticas comerciais e o mercado de moda. Na sociedade atual, marcada pelo efêmero, pelas mudanças e pelo bombardeamento de informação, os consumidores estão mais exigentes e buscam cada vez mais experiências prazerosas e emocionais. As marcas, visando conquistar a preferência e fidelidade dos consumidores, começaram a utilizar diferentes estratégias de comunicação para criar uma identidade forte e consistente. Com isso, os espaços de venda ganharam status e passaram a ser locais de experiências. Surgiram diferentes tipologias e formas de pontos de venda. As Pop Up Stores (lojas temporárias) ganharam destaque e espalharam-se pelo mundo. Levando estes aspectos em consideração, o foco principal desta investigação é o Merchandising Visual e a comunicação das marcas de moda através dos pontos de venda, com foco nas Pop Up Stores. Com este intuito, desenvolveu-se um estudo de caso sobre a marca de beachwear portuguesa Oiôba, com o objetivo de analisar como o merchandising visual contribui para a identidade da marca e como esses aspectos influenciam os consumidores. Também foi realizada uma entrevista com um dos fundadores e um inquérito com os consumidores da marca para poder perceber melhor sobre a identidade da mesma. Por fim, foi desenvolvido um projeto de uma Pop Up Store para a Oiôba, levando em consideração o estudo realizado sobre a mesma.
Society constantly evolves along with it consumer behavior, business practices and the fashion market. In today's society, marked by the ephemeral, the changes and the bombardment of information, consumers are more demanding and are seeking more and more pleasurable and emotional experiences. Brands, in order to gain consumer preference and loyalty, have begun to use different communication strategies to create a strong and consistent identity. With this, the sales spaces gained status and became places of experiences. Different typologies and forms of points of sale emerged. Pop Up Stores have gained prominence and spread throughout the world. Taking these aspects into account, the main focus of this research is Visual Merchandising and the communication of fashion brands through points of sale, focusing on Pop Up Stores. With this purpose, a case study was developed on the Portuguese beachwear brand Oiôba, with the objective of analyzing how visual merchandising contributes to the brand's identity and how these aspects influence consumers. An interview was also held with one of the founders and a survey with consumers of the brand to better understand the identity of the brand. Finally, a project of a Pop Up Store for Oiôba was developed, taking into account the study carried out on it.
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CHANG, PO-SUNG, and 張柏崧. "A Study of Foreign Entry Strategy and Performance of Taiwanese Companies in New Southbound Policy- A Case Study of Pop-up Store in Indonesia Jakarta." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/q3pece.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
105
The purpose of this thesis is to contemplate strategic choices that Taiwanese small and medium enterprises (SMEs) have taken in their attempts to enter foreign markets. Specifically, the thesis will investigate whether the pop-up store strategy may benefit businesses with a multiplier effect upon entry into overseas markets. This study shall adopt the process thesis to determine expansion stage at which the SMEs currently are, and use motivation thesis, RBV and their past motives and accumulated experiences to identify the different strategies chosen by the SMEs. The next step is then to further analyze whether organizing pop-up store in Jakarta will bring positive utility to the Commerce Development Research Institute(CDRI). Finally, this thesis will consider the resources available to CDRI and look into the costs and benefits of the pop-up store to make a concluding judgement. In order to earn more profit or increase in size, Taiwanese SMEs would often seek to expand overseas into foreign markets. They were quite successful in many parts of the world, including China, Europe and United States, emerging as multinational enterprises and even contributing to GDP growth in Taiwan. The New Southbound Policy of recent years by Taiwanese government aims to help them gain rapid entries into, and successfully market their products in, the Southeast Asian markets. The goal is to allow more Taiwanese SMEs possessing competitive advantages to overcome cross-border market-entry obstacles and begin marketing our products by working together with the Taiwanese government as the Southeast Asian economy is set for sustained development. This thesis will mainly conduct practical research on pop-up store strategy led by the CDRI. In comparison to past cases involving pop-up store strategy, this study differs in two major points: firstly, past cases of businesses adopting pop-up store strategy almost always involve larger corporations in the fashion industry that, as a major advantage, own much more prominent brands; secondly, current pop-up store strategy formulated by the CDRI deviates from typical cases in past and is adjusted to best suit the needs of Taiwanese businesses with the hope that Taiwanese SMEs would cooperate and participate together in order to fully harvest the advantages of the Country-Of-Origin Effect and the clustering effect. This thesis hopes to observe the strategy’s delicate execution in its practical operations as a future reference and guideline for Taiwanese corporations wishing to expand into new overseas markets.