"Though an old concept, these temporary shops help established as well as new brands in marketing and connecting with customers
The advantages of pop-ups, most often used to mean a small, temporary shop for selling or exhibiting products, are understandable. They generate excitement and a sense of urgency, and more importantly, retailers do not have sign long leases or purchase expensive corners in shopping malls to promote and sell their products. They are especially a wise investment for new startups who want to test the water without having to pay exorbitant rents. Research says pop-up stores cost 80 per cent less to launch than a full-time store.
Even for big brands expanding overseas, pop-ups are a good way to introduce themselves to customers. Japanese brand Muji, for instance, opened a pop-up store in early 2017 in Canada and later opened a location at Metropolis at Metrotown in nearby Burnaby.
What’s more, they offer a chance to companies to meet customers and understand their choices closely. Consumers too prefer buying apparel at physical stores. According to the Cotton Incorporated Lifestyle Monitor Survey, 72 per cent people would prefer going to a store for purchasing. It is so because it gives them the chance to try on clothes (69 per cent), check fittings (68 percent), see the item in person (64 percent), and feel the fabric (54 percent). Women are significantly more likely than men (72 percent versus 65 percent) to want to try on the clothes before buying them, the survey says."
Singh, Pooja 2019, Why Pop-up Stores Should Be Part of Every Retailer's Strategy, Entrepreneur, <https://www.entrepreneur.com/article/326138>.