Daily Insights

Pop-Ups: More Than a Store

By: Cassidy.McGrain@gartner.com | Nov 07, 2019

Are pop-ups superior to permanent stores for brand marketing? Israeli fast fashion brand Adika seems to think so.

 In the wake of fast fashion giant Forever21’s recent demise, Adika made its grand entrance into the US market via a pop-up in NYC’s Soho. The brand took to Instagram to promote the pop-up, using geofencing advertising that targeted women near the pop-up and offered them 30% off their first purchase. This digitally native brand receives 75% of its orders from mobile and created an Instagram-worthy space including a rainbow neon light entrance and a bold pink theme. Taking every opportunity to use the space for Instagram content creation, the brand added a grid post of articles featuring the pop-up, included the store opening on its Instagram stories, and featured the opening in a permanent highlight. 

Brands are beginning to see pop-ups as more than a sales opportunity, but also as a way to increase brand visibility through social media. In a recent survey, retailers ranked market visibility as the most successful outcome of opening a pop-up, with sales and social media engagement tied for second. This pop-up strategy is not limited to fast fashion, with brands like Gucci and Madewell also opening pop-up shops this fall.

 In September, Madewell launched its first men’s pop-up shop in Brooklyn. The brand excels in intertwining its online and offline strategies, as discussed in Gartner L2’s report on the topic, and its approach to this pop-up proved no different.  Madewell used the pop-up to increase visibility for its new men’s line and as a way to engage with consumers on Instagram. The label hosted Instagram-worthy events, added content featuring the opening to their events-themed highlight, and created a unique grid post exhibiting the opening week festivities. Brands should consider hosting pop-ups for their multifunctionality and the unique marketing opportunities the spaces offer.