Pop-up stores are more flexible and less costly to run than traditional ones, and have become an essential tool for the luxury industry in terms of revenue, brand image, promotion and innovation. They are cropping up everywhere, broadening fashion labels’ horizons notably in Asia and in the industry’s less significant commercial regions, according to a study by luxury intelligence specialist Luxurynsight.
Luxurynsight has carried out an in-depth analysis of the retail initiatives staged in H1 2023 in 20 strategic locations by 15 of the best-known luxury labels, among them Balenciaga, Bulgari, Cartier, Dior, Gucci and Louis Vuitton. The aim was to gain a more thorough understanding of the retail strategies deployed by the industry in the wake of the pandemic.
“In the four years since the start of the Covid-19 pandemic, the number of monobrand stores in the luxury sector worldwide has increased by very little, growing only 0.5%, notably in Asia-Pacific, Europe and the Middle East,” said Luca Solca, senior luxury analyst at consulting firm Bernstein. Solca underlined that labels have been inclined to open larger and larger stores. A phenomenon that has actually driven the rise of pop-up stores, as temporary commercial spaces make it possible to add fresh sparkle to these new, jumbo-sized flagships
By: Dominique Muret