Screaming, pushing and intense nerves. This is the atmosphere that was breathed at the gate on June 3. pop up storeor temporary storeShein’s opener for three days in Barcelona. Some set their alarm clocks very early to be first in the mile-long queue passing through the Portal de l’Àngel. The ‘fast fashion’ brand was so successful that a year later it decided to repeat it and even open its own permanent location in Barcelona. Always more digital native brandsLike Wallapop, Zalando or AliExpress, They rely on this type of short-term sales To capture consumer interest or to test whether certain collections will work. But not only e-commerce companies, but also major luxury brands such as Dior or Chanel are launching part of their catalogs in magnificent structures to offer their customers a unique experience.
Temporary commercial spaces Generating up to $80 billion in annual revenueAccording to the latest report from Capital One Shopping, estimates show that the value of this market will exceed $95 billion worldwide by 2025. There is no data to prove the economic impact of this on companies in Spain, but Yes, there is an increase in the number of these organizations on national territory. “Interest has increased a lot compared to last year,” confirms Carolina Argente, manager of the Go Pop-Up platform, which specializes in space rental and marketing services for temporary stores. While there used to be more explanation needed about what a ‘pop-up’ store is and the benefits it will bring to the brand, there is now no doubt about it. “Big brands already know what they want, not only when it comes to renting space but also when hiring advertising services,” she says.
Madrid and Barcelonastand as the nerve centers of the country Cities most in demand to open a temporary spaceAlthough the north and the coast, such as Valencia, attract the attention of brands using this marketing strategy. Prices vary by region.. For example, a 103 square meter multiplex in Marbella costs around 460 euros per day, a 100 square meter flat on Passeig de Gracia in Barcelona costs around 3,450 euros per day, and a 949 square meter event space located between the second and the second can cost around 460 euros per day. The daily rate for the fourth floor of the Palacio de la Prensa on Madrid’s Gran Via street is 4,427.50 euros. Of course, although the success of the temporary store is not guaranteed, it is usually worth it: Those who have used this strategy once should repeat it.
Contact customers
What can a two-day physical space provide for a company that builds its business model on the internet? Argente says the first reason for this is “to have a face, to establish contact with the customer.” increase confidence index. There are many smaller companies that have chosen to close their in-person stores and go online due to costs, but then participate in ‘pop-up’ spaces so that consumers can’t overlook their brand.
And this works not only with small brands but also with the best known ones. ZalandoOpening a ‘pop-up’ store in Madrid’s Malasaña district in 2019 or Wallapop. In this last case, the firm explains that it used this format in the Salamanca district of Madrid between 3 and 5 November 2022: “temporary social experiment”: “The aim was to attract people’s attention so that they continue to think about their purchasing habits and perceive that the quality of second-hand products is on par with new ones,” they say.
Another strategy is to open a temporary store. Check if there is enough demand to open a permanent space. Some brands use key dates to physically present themselves during a Christmas campaign, Fashion Week or summer markets. An example AliExpressHe used November 11 (Singles Day, a very important date in China) to open a temporary business that weekend.
luxury experiences
A store with colorful beach items from Loewe in Ibiza or a white and gold apartment decorated with giant flowers by Dior in the middle of Serrano Street are some of the ‘pop-up’ stores that luxury brands use to position themselves. Other direct competitors such as Louis Vuitton, Lacoste or Chanel also preferred this sales strategy. The benefit is obvious. According to Luxuryinsight’s latest annual report, these stores They captured 68% of global luxury trade in 2022 compared to 28% of permanent areas. In the absence of definitive data in Spain, it has been confirmed that temporary stores will be one of the reasons why a 6% growth in the Spanish luxury sector is expected in 2023.
“This is a trend to be seen, and since people travel so much, it’s a way to be everywhere,” says Cristina Martín, president of the Spanish Luxury Association. There are two types, use these spaces to show capsule collectionsespecially in Ibiza or Marbella or focus on various brands in very specific places.
The most notable example this year was the beach club in the Marbella resort Puente Romano, customized by Italian brand Fendi, where customers can find a summer capsule collection. “They use very magnificent structures “It’s very consistent with ‘branding,’” Argente says, so they choose to disrupt to deliver an experience customers won’t easily forget. In these cases, the cost from ‘pop-up’ stores comes from the marketing budget.