What is the impact of pop-up stores on the image of fashion luxury brands? / Lisa BERREBI / 2022

Titre : What is the impact of pop-up stores on the image of fashion luxury brands? Type de document : Mémoire Auteurs : Lisa BERREBI, Auteur Année de publication : 2022 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management INDUSTRIE DU LUXE SECTEUR ; MARKETING STRATEGIQUE ; MARKETING SOCIAL ; MARQUE Résumé : The purpose of this study is to analyze and observe the potential effects of the implementation of a new retail strategy that has been rising over the past few years among fashion luxury brands: pop-up stores, also known as ephemeral stores. More precisely, we want to observe if this strategy has an impact on brand image for fashion luxury brands whether it is positive or negative through the eyes of the consumers. The qualitative method using 10 semi-structured interview was used. The study finds out that the customer experience provided in pop up store differ from the one we can get in traditional fashion luxury shop. It is original, creative and leaves marks in minds. Pop up shop provide emotions and enable to develop an emotional attachment to the brand. In this way, the customer experience happening in pop up stores was seen as an enhancer of the image of fashion luxury brands. Moreover, the atmosphere in the luxury fashion pop up shop is seen as more accessible and informal thanks to the merchandising, product disposition as well as the attitude of the salespeople who are perceived as warmer and friendlier. All these elements increase the likelihood of consumers to rush into the fashion luxury pop up store, much more than it would for a classic luxury retail store. Last but not least, the accessibility and the decor created within the pop-up store, which in general is disruptive compared to the rather sober decor of luxury fashion retail stores, lessens the prestigious image of this category of brands, which until now have been reserved for only a part of the population. This analysis could also be useful and interesting for fashion luxury brands that wants to implement a pop up regarding their positioning as well as communication strategies inside the temporary shop. Indeed, it is important for brand to keep a coherence between what they show and convey in a pop up and their initial brand identity. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572733