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Books > Social sciences > Sociology, social studies > Social institutions > Customs & folklore > Costume, clothes & fashion
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Ephemeral Retailing - Pop-up Stores in a Postmodern Consumption Era (Hardcover)
Loot Price: R1,567
Discovery Miles 15 670
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Ephemeral Retailing - Pop-up Stores in a Postmodern Consumption Era (Hardcover)
Series: Routledge Focus on Business and Management
Expected to ship within 10 - 15 working days
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Often described as the "hottest" retail phenomenon, ephemeral
retail concerns the growth of pop-up stores as a new mode of
retailing. These temporary stores "pop-up" without notice, quickly
attract crowds, then disappear or morph into something else.
Although they share similarities with traditional physical stores
and online stores, ephemeral stores outshine existing retail
formats as they have many unique and differentiating
characteristics. These stores are becoming more popular among
distribution channels as they offer exclusive and surprising retail
experiences. Many established brands have already integrated these
new points of sale into their distribution channels, while other
brands are adopting them to raise communication, awareness, sales
or just for experimentation. This phenomenon is finding its place
amongst retailers not only for its efficiency and effectiveness but
also for its unique impact, providing a sense of novelty that makes
it particularly attractive to postmodern consumers seeking hedonic
experiences. This concise text introduces all aspects of this
growing phenomenon and contextualises it within existing channels
of distribution. It explores brand atmospheric interventions that
are designed to affect customer emotions, behaviours or
experiences, as well as practices retailers adopt to build
relationships with their customers. It will be of interest to
scholars and advanced students in retail marketing and branding.
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