The growing permanence of pop-up outlets within the international location strategies of fashion retailers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 8 May 2018
Issue publication date: 24 May 2018
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
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited