Research on Pop-up Stores from the Perspective of Visual Marketing

Research Article
Open access

Research on Pop-up Stores from the Perspective of Visual Marketing

Zhu Deng 1*
  • 1 Central South University    
  • *corresponding author 13922802254echo@sina.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/7/20230239
AEMPS Vol.7
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-41-6
ISBN (Online): 978-1-915371-42-3

Abstract

With the acceleration of the pace of life, the attraction of traditional store marketing methods to customers is gradually weakening. Consumers need a new consumption experience model, and the flash business model came into being. This paper mainly refers to the basic theories of flash store and visual marketing when studying the differences between flash store visual marketing and conventional stores, and analyzes the actual performance of flash store visual marketing according to the corresponding brand cases. After the brand positioning is determined, the target customers are also described in detail. Combined with the relevant theories of the flash store, the defects in the design of the brand flash store are solved in practice, and some research results are obtained. This paper hopes to deepen consumers' understanding of flash stores through the study of flash stores, so as to promote the better development of flash stores.

Keywords:

Pop-up stores, VMD Prada, flash stores

Deng,Z. (2023). Research on Pop-up Stores from the Perspective of Visual Marketing. Advances in Economics, Management and Political Sciences,7,238-243.
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References

[1]. Lunardo R., Mouangue E. Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations [J]. Journal of Retailing and Consumer Services, 2019, 49: 77-85.

[2]. De Lassus C., Freire N. A. Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis [J]. Journal of Retailing and Consumer Services, 2014, 21(1): 61-68.

[3]. Henkel L., Toporowski W. Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit [J]. Journal of Retailing and Consumer Services, 2021, 58: 102278.

[4]. Luoyan Cheng, Research on flash store based on VMD theory [D]. Zhejiang University of technology, 2018.

[5]. Klein J F, Falk T, Esch F R, et al. Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail [J]. Journal of Business Research, 2016, 69(12): 5761-5767.

[6]. Overdiek A, Warnaby G. Co‐creation and co‐design in pop‐up stores: The intersection of marketing and design research? [J]. Creativity and Innovation Management, 2020, 29: 63-74.

[7]. Lin Lei. Research on space design of flash store under the background of experiential consumption [J]. Western leather, 2021,43 (24): 124-125.

[8]. Zhou Ziqi, LV Yueqi, Zhang Jianjian. Research on modular design of urban flash stores in the era of "Internet +" [J]. Western leather, 2022,44 (11): 93-95.

[9]. Jiang Yi. Analysis on the display design characteristics of flash stores under the new retail background [J]. art life - Journal of Fuzhou University (Art Edition), 2021 (02): 59-63.

[10]. Henkel L, Jahn S, Toporowski W. Short and sweet: Effects of pop-up stores’ ephemerality on store sales [J]. Journal of Retailing and Consumer Services, 2022, 65: 102850.

Cite this article

Deng,Z. (2023). Research on Pop-up Stores from the Perspective of Visual Marketing. Advances in Economics, Management and Political Sciences,7,238-243.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-41-6(Print) / 978-1-915371-42-3(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.7
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Lunardo R., Mouangue E. Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations [J]. Journal of Retailing and Consumer Services, 2019, 49: 77-85.

[2]. De Lassus C., Freire N. A. Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis [J]. Journal of Retailing and Consumer Services, 2014, 21(1): 61-68.

[3]. Henkel L., Toporowski W. Hurry up! The effect of pop-up stores’ ephemerality on consumers’ intention to visit [J]. Journal of Retailing and Consumer Services, 2021, 58: 102278.

[4]. Luoyan Cheng, Research on flash store based on VMD theory [D]. Zhejiang University of technology, 2018.

[5]. Klein J F, Falk T, Esch F R, et al. Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail [J]. Journal of Business Research, 2016, 69(12): 5761-5767.

[6]. Overdiek A, Warnaby G. Co‐creation and co‐design in pop‐up stores: The intersection of marketing and design research? [J]. Creativity and Innovation Management, 2020, 29: 63-74.

[7]. Lin Lei. Research on space design of flash store under the background of experiential consumption [J]. Western leather, 2021,43 (24): 124-125.

[8]. Zhou Ziqi, LV Yueqi, Zhang Jianjian. Research on modular design of urban flash stores in the era of "Internet +" [J]. Western leather, 2022,44 (11): 93-95.

[9]. Jiang Yi. Analysis on the display design characteristics of flash stores under the new retail background [J]. art life - Journal of Fuzhou University (Art Edition), 2021 (02): 59-63.

[10]. Henkel L, Jahn S, Toporowski W. Short and sweet: Effects of pop-up stores’ ephemerality on store sales [J]. Journal of Retailing and Consumer Services, 2022, 65: 102850.

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