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The growing permanence of pop-up outlets within the international location strategies of fashion retailers

Bethan Alexander (Fashion Business School, London College of Fashion, University of the Arts, London, UK)
Karinna Nobbs (Fashion Business School, London College of Fashion, University of the Arts, London, UK)
Rosemary Varley (Fashion Business School, London College of Fashion, University of the Arts, London, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 8 May 2018

Issue publication date: 24 May 2018

3860

Abstract

Purpose

The purpose of this paper is threefold: first, to establish the role of the pop-up store within the international location strategy of fashion retailers, second, to identify the factors influencing pop-up store location choice and the importance retailers ascribe to it and third, to assess how pop-up locations are sourced and selected.

Design/methodology/approach

A multiple case study was adopted. Research was conducted using secondary data sources, observation and semi-structured interviews with senior executives with strategic responsibility for store/brand development internationally. Manual content analysis was conducted.

Findings

Key findings cover the role of Pop-up stores within international retail location strategy, notably features, forms and function, with the latter highlighting the importance of opportunistic market testing and trial, reduced risk, regeneration, ROI- and CRM-driven decisions; the factors impacting location choice and selection, specifically the trade-offs between reactive and proactive approaches and the importance of networks and intuition, and future pop-up directions.

Research limitations/implications

Due to the chosen research approach, the results may lack generalization outside of the given sector and marketplaces. Several avenues for future research are elucidated including exploration of pop-up transformations including pop-up rebrand, technology enabled, experiential and third place.

Originality/value

The study contributes to the nascent field of research by providing new insight into the role of pop-ups within international location strategy, the factors influencing location choice and selection and offers a pop-up location taxonomy.

Keywords

Citation

Alexander, B., Nobbs, K. and Varley, R. (2018), "The growing permanence of pop-up outlets within the international location strategies of fashion retailers", International Journal of Retail & Distribution Management, Vol. 46 No. 5, pp. 487-506. https://doi.org/10.1108/IJRDM-09-2017-0217

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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