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Top of the Pop up

In 2009 we have seen the proliferation pop up store, the English word ("pop up" relief and "store": shop) that comes from children's books in which the image unfolds in three dimensions. It means stores ephemeral phenomenon born in the United States and Canada. In 2010, fashion pop up stores "is likely to persist and develop, as it could be one of the remedies to the crisis. Alongside the local shops, the retail and Internet sales, it will henceforth reckon with this new distribution format.

A new distribution channel

" distribution needs to renew itself constantly and the ephemeral store is one of these alternatives with respect to this lack of differentiation and the need renewal " says Francoise Sackrider, a professor at the Institute of French fashion.

The pop up can also be a way for a brand to test a plan to open shop without taking any risks. For example, before embarking on a new foreign city, the clothing label Comme des Garcons always opens a shop for a month.

More recently, eBay installed a pop-up of 550 m2 in the heart of Manhattan (12 are planned throughout the U.S.)

A business opportunity

The pop up stores "are much less expensive than store final and can make the most of the effect of surprise. These shops may also be related to a seasonal peak sales. For example, pop-up stores in the U.S., can fill empty spaces in malls, the Christmas holiday season.

Thus, the toy teaches Toy's R Us has long used the pop up stores "in the United States to boost sales at Christmas time. The group now accepts the concept of "Toy's R Us Express in France: it opened on November 5 the first point of sale instant 700 sqm in the mall Boissénart, Seine-et-Marne (77 ).

popup The hotel consists of a structure that can fit anywhere. His goal: to provide greater housing capacity lorqu'il is an event such as a music festival, a sporting championship ...

A place to create the event

ephemeral shops offer during a product launch or a limited edition, a design at the event.
Open once a month, Pop Up Store - Oberkampf is an event where fashion, design, decoration, cosmetics, visual animations, live performances and unusual objects are mixed. Next meeting on 30 and 31 January 2010. http://popupstore-oberkampf.blogspot.com/

In another trend Pop Up (book) now applies to other communication media:

To introduce their new jeans collection at the Belgian press and Dutch Levi's and communications agency Belgian Mortierbrigade imagined a cardboard pop-ups that unfolds into a dresser with three drawers, closing new jeans brand.

Designed by Viennese artists and Liddy Scheffknecht Armin B. Wagner, a concept office Pop up cardboard unfolds in the manner of animated books.

To promote the new spray deodorant Ambi Pur "Pink Flower", the agency Jung von Matt AG, Stuttgart has installed a giant pop-up behind toilet doors public in four different cities.

Articles for more information:
http://www.businessweek.com/smallbiz/content/nov2009/sb20091112_724305.htm http://blogs.lentreprise.com/cgi-bin/mt -search.cgi? tag = popup &% 20store blog_id = 192 = 192 & IncludeBlogs
http://www.radiobfm.com/edito/home/51875/les-pop-up-stores-la-distribution-a-la-mode-ephemere/