Libération - Shops with an expiration date

Flash. Pop-up stores, a springboard for designers.

Written by Virginie Ballet.

 

They appear out of nowhere, like mushrooms. They have an expiration date. These are pop-up stores. Originating from the United States, these temporary shops are often the domain of large corporations like Coca-Cola, which is set to open one of them just steps away from the Champs-Élysées at the end of April. The goal: to celebrate the brand's 125th anniversary.

Behind this concept lies the desire to further increase the visibility of a brand, to prepare consumers for the arrival of a new product, or a future store. Thus, the Japanese ready-to-wear giant Uniqlo initially chose a pop-up store a few weeks before the opening of its Paris location in October 2009.

However, like the abundant vegetation of the underbrush, pop-up shops are numerous. In addition to multinational companies, an increasing number of young creators and niche brands are opting for this type of structure, which acts "like a showcase," according to Pierre Pomanti. He co-founded a space dedicated to pop-up shops in the 11th arrondissement of Paris. For the past year and a half, his Pop Up Store Oberkampf has hosted around twenty creators of ready-to-wear, design, or accessories, one weekend a month. "The idea came to us in New York, where the concept is very developed. My partner and I had this 200 square meter loft-like space. It can serve as an alternative for young creators who cannot afford to participate in trade shows."

For about 300 euros, each brand has a stand for three days and a fierce communication plan: flyers, blogs, and social media. This short period is used by young creators to reach a clientele "very much aware of new trends," notes Laurent Vanucci, creator of the men's ready-to-wear brand Hotel Manufacture. Unlike private sales, people are looking for new items rather than discounted prices. Therefore, there is no question of confusing these pop-up shops with simple clearance sales. "Especially since you don't come by invitation," adds Thierry Bisseliches, associate director of My Pop Up Store, an agency that provides turnkey pop-up shops.

The decor is well thought out, with a DJ, animations, and drinks. The result: a place conducive to wandering, and why not, to impulsive buying. Hence the importance of carefully selecting the products presented. "There needs to be a certain coherence, and the price of the items should not exceed 300 euros," explains Pierre Pomonti. For creators, it can serve as a springboard, as buyers from large multi-brand stores also come here to scout. Thus, the Pop Up Store Oberkampf receives nearly a thousand requests from creators in Paris and beyond each month, lured by a turnover that can reach several thousand euros in a weekend.

However, beware of the hallucinogenic mushroom: pop-up shops sometimes take a cut of the sales from the designers, which can reach 10%. The manager of a vintage clothing shop in Paris said, "It's not justified; we set everything up ourselves, they only provide the payment methods."

 

Le Monde Economie - The trend of pop-up store 

 

Written by Léonore Lumineau.

She gropes her way down the dark hallway. Her feet meet a wool carpet. "Wow, this is soft!" exclaims Marion, 25. A little further in a large room, a photo studio is set up. A photographer invites the young woman to choose a pair of fur-lined boots. There she is, posing in a huge white fur armchair. Her fifteen minutes of fame: the scene captured in a photo is none other than a replica of the latest advertising campaign from UGG Australia, the maker of the famous sheepskin boots worn by teenagers around the world. (LE MONDE ECONOMIE)

This is next-generation marketing. Despite appearances, we are indeed in a store where you can shop. Located in the Halles district of Paris, its attractions are meant to draw in the curious. If possible, quickly, as this store unlike any other will close in February, just four months after its opening. "This pop-up shop allows us to promote the brand in anticipation of the opening of our first standalone store in Paris," explains Audrey Beylemans, marketing director for France at UGG Australia.

The English translation summarizes the concept quite well: pop-up stores, referring to the windows that appear and disappear when browsing the Internet. In 2009, Uniqlo was one of the first to open this type of space in France, which is very popular in the United States. The Japanese ready-to-wear brand was thus announcing its arrival in France.

Since then, pop-up stores have been multiplying in Paris and in some major cities across France. Ferrero, Prada, Timberland, Hermès, and even Karl Lagerfeld have tried their hand at it. More surprisingly, the National Confederation of French Butchers had been a pioneer at the end of 2010, in the Parisian district of Le Marais. "The subject wasn't spontaneously glamorous," acknowledges Thierry Bisseliches today, associate director of My Pop Up Store, an agency specialized in this niche. To modernize the image of master butchers, he had proposed setting up a sushi rail of offal!

 

Step out of the ordinary 

Reactivating a brand's universe, launching a product, entering a market, or celebrating an anniversary, there are many opportunities to call upon the ephemeral. Moreover, this operation is more economical than a traditional advertising campaign. "The minimum budget is 50,000 euros, with an average of 100,000 to 150,000 euros. For a cost lower than a billboard campaign, the brand receives mentions in the media and on social networks," emphasizes Mr. Bisseliches.

In June 2012, Magnum delighted food lovers by allowing them to customize an ice cream at a pop-up stand in Paris. A way to remind consumers before the summer.

At the start of the school year, Reebok opened a pop-up store to showcase its new collection. The brand displayed its iconic models, much like in a museum. "It needs to be a beautiful place, with great design and a story brought to life. Something out of the ordinary that makes people want to go there and talk about it," explains Sophie Lubet, director of the Equipmag trade show dedicated to retail and distribution. Here, the primary goal is not to sell, but to "create buzz."

In this context, each visitor can promote a product. "The brand wins if it creates a snowball effect on social media and in the media," explains Ms. Lubet. In the pop-up stores, visitors are encouraged to connect to Facebook to post a photo or participate in games.

A domino effect tested by Adopteunmec.com in September 2012. The dating site showcased its male members dressed as "Mr. Chic," "Mr. Muscles," and other "Surfer" types in giant doll boxes. Not necessarily in the best taste, but "within a week, we had over 1,500 visitors and 1,000 media mentions in 48 different countries," rejoiced Thomas Pawlowski, the marketing and communications director. As a result, "registrations from girls increased by 50% in two weeks, and those from boys – who pay – rose by 30%. Even investors have proposed to expand the site internationally."

On its side, UGG Australia modestly claims to have tripled the number of its fans on the social network since the opening of this space. A figure that still sounds quite sweet to the brand's ears.

 

 

Les Echos - A look back at the BIC event drived by My Pop Up Store

 

 

40 years old, BIC continues to build excitement with pop-up stores and limited editions

Well in tune with its time, and like sharp fashion or luxury brands, Bic will celebrate its 40th anniversary with a pop-up store in the trendy Marais district of Paris. For one week (from May 23 to June 2), visitors will have the option to personalize their lighter with a photo, enjoy orange cupcakes, and get a manicure that matches the color of their lighter (with 24 colors to choose from). The brand is also increasing its limited editions (about a hundred each year), which account for a quarter of its sales. Essential for a night out, the lighter on which you can write your phone number... For the second time this year, Bic has called upon the talent of internet users from 13 European countries who participated in the "design on fire" contest. The 2013 winners, the Swedish team Nosdesignsthlm, will see their design printed in a million copies.

 

Figaroscope - Focus on My Pop Up Store

 

Wrtitten by Marie-Sarah Bouleau.

INTERVIEW – The Parisian agency My Pop Up Store launches about ten concepts a month in France at the request of brands. Meeting with one of the two co-founders, Thierry Bisseliches.

 LE FIGAROSCOPE. – What observation led to the creation of My Pop Up Store ? 

Thierry BISSELICHES. – From a personal anecdote, when I was working in New York in 2004. I was completely amazed by the scale that Halloween took on there. Everyone spent their weekend waiting in line at costume shops. These specialty stores, often located outside the city, had a peak of activity concentrated over just a few days. At the time, I wondered why these businesses didn’t open branches in the heart of the city for a few days during this period. More generally, I thought it would be useful to create a kind of gallery that could host different concepts for short-term operations. But I didn’t have enough experience yet… until 2009, when I took the plunge and created My Pop Up Store with my brother Adrien!

What do you offer to brands ? 

We offer to create a custom pop-up store in three steps: finding a short-term rental location (we have a catalog of nearly a thousand venues, half of which are located in Paris), event production (concept, design, execution, animation…), and "retail operation," which includes the sales team and management, the cash register system, and inventory management. We play a supportive role throughout the creation of the pop-up store: our experience allows us to advise brands and help them avoid certain missteps.

What is the benefit for a brand to create a pop-up store ? 

From a communication standpoint, it seeks to gain visibility. For example, some brands opt for short, impactful campaigns lasting a few days to create a media buzz around a product launch. Brands that are only present online aim to embody their identity by bringing together their entire range to test, refine their choices, or even reposition themselves. They are also looking for a physical connection with their audience and visibility, such as a large-scale advertising campaign.

Can a pop-up store be profitable ?

When companies have a business objective, they are specifically looking for financial profitability. Generally, the operation lasts several months (seasonal activity, low-cost clearance concept...) to recoup installation costs... and sometimes even several years! In terms of leasing, it is possible to extend up to three years in a temporary contract. In the craft sector, it often happens that creators pool a project to minimize costs and have a greater impact. Luxury brands, for their part, launch pop-up stores where they have much more freedom of expression than in the official framework.

 

 

Leather Fashion Design - Pop-up stores, objectives and strategy

 

Written by Céline Vautard. 

A trendy tool for both brands and commercial property owners, Céline Vautard from Leather Fashion Design and Thierry Bisseliches, co-founder of My Pop Up Store, come together to explore the keys to making a pop-up shop successful.

« # 1 Define a goal :

Whether it is commercial or for brand awareness, it is imperative to address only one at a time. For the commercial aspect, what do we want to test? New projects, a capsule? For brand awareness, this will only be possible if the brand already has a community engaged through social media, for example.

# 2 Having an holistic approach : 

A pop-up store is primarily a project that is part of a well-structured approach. It is necessary to engage the general public, professionals, and the media so that it serves and creates a catalytic effect.

# 3 Find the right place : 

… but don’t bet everything on it! In practice: the customer only comes in if they overcome their shyness, if the brand is familiar to them, or if there are people around… So, beyond the location, it’s important to think about creating an atmosphere.”