How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers

Abstract

Purpose

The purpose of this paper is to explore the influence of brand interaction in pop-up shops on consumers’ perceptions of luxury fashion retailers.

Design/methodology/approach

Adopting an exploratory, inductive research design, semi-structured interviews were undertaken with female respondents, consistent with the profile of both typical pop-up and “new luxury” customers, who had recently visited a luxury fashion pop-up shop.

Findings

Factors influencing consumers’ perceptions of the luxury brands whose pop-up shops were visited are identified relating to three key characteristics of pop-up retailing identified from a review of relevant literature, termed the temporal dimension, the promotional emphasis, and the experiential emphasis.

Originality/value

This study explores the perceptions of pop-up shops qualitatively from a consumer’s perspective, providing new insights into the personal and complex motivations and attitudes of new luxury consumers.

Citation

Taube, J. and Warnaby, G. (2017), "How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 385-399. https://doi.org/10.1108/JFMM-08-2016-0074