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

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.

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.

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.

For the last ten years or so there has been a flood of papers, books, lectures, symposia, and discussions on indexing, classification, mechanical selection, subject analysis, information retrieval, and so on. An earlier generation used words and subject headings: today we use isolates and analets, facets and phases, descriptors and uniterms. A ‘glossary of current terminology’ in classification now runs to 350 terms, mostly of recent coinage.

The purpose of this paper is to show how the National Socialist regime participated in popular commercial events such as trade fairs to posture their propaganda. I demonstrate how the inter-trade organization and one particular company – Daimler-Benz AG – tailored their advertising to the communication strategies used by the Nazi regime.

This case study is based on the archival records of Daimler AG. The way in which the 50th anniversary of the automobile was staged at the Berlin Motor Shows of 1935 and 1936 is understood as part of the communication strategies of the German automotive industry, as well as of the Nazi regime.

This paper shows how intimately connected the 50th anniversary of the automobile was to the themes of racing and motorization. The automobile as a German invention had the potential to reconcile the motorization of the German people – a sign of modernity – with the blood and soil ideology of the Nazis. The Berlin Auto Show became an important platform for this project. The paper also shows how Daimler-Benz’s approach should be read differently.

The article sheds new light on the interaction between and inter-dependence of one particular company’s – Daimler-Benz AG’s – communication strategies and those of the Nazi regime. Furthermore, the 50th anniversary of the automobile, celebrated at the auto show in Berlin, provides a good opportunity to add exhibitions to of advertising history of the 1930 Germany.