The Pop-Up Pretenders

They popped up in 2002. Tiny, temporary stores that promised a new, quirky way to shop. Since then many brands have tried to jump on the pop-up shop bandwagon, including big names like Disney, Prada, Reebok and Diet Coke. But many others have failed miserably.

Samsung's PIN London pop-up shop ticks the boxes through its visually appealing, interactive and engaging nature

These ‘here today, gone tomorrow’ shops allow retailers to avoid expensive long- term shop rents. They can go in search of new customers rather than wait, in hope, that new customers will come to them. And they can test new markets before potentially opening up a proper bricks and mortar outlet. But just 'setting up shop' in a new, temporary location doesn't always cut it. Retail analysts say pop-up shops need to be fun, friendly and offer something different to conventional outlets.

Australian optical chain Specsavers didn't quite master the art of the pop-up with its temporary shops in Westfield shopping centres. While its bright and colourful showrooming (below) may have expanded its reach temporarily, it looked nothing more than a change of location and failed to surprise and engage consumers.

Specsavers' attempt shows that to be successful, pop-up shops should appear in an unexpected location, or at least offer some element of surprise

Conversely, Sunglass Hut (owned by Luxottica Group) launched a four-day floating pop-up shop, complete with a DJ, on Sydney Harbour in November last year. CEO Chris Beer was very happy with the result. He says; "Retail is no longer just about four walls and a door and you cannot go past Sydney Harbour for an outdoor store – you would be hard pressed to find a better setting for selling sunglasses in the sun."

One of the 3 Darling Harbour locations where Sunglass Hut used pop-up shops to showcase exclusive collections

Fashion Streetwear retailer General Pants (below) has cleverly used modified shipping containers to sell merchandise at music festivals, a perfect way to engage with its music-loving youth market.

Streetwear retailer General Pants positions its unique pop-up shops at music festivals such as Splendour in the Grass

But when clothing brand Bonds tried to jump on the pop- up bandwagon they had limited success with their uninspiring offerings in Myer centres.

Bonds failed to deliver intrigue, exclusivity or surprise in its Myer pop-up shops

Groups of pop-ups have been known to transform an environment into a cultural and creative hub. The City of Perth has pioneered a 3-month '140 Pop-Up Project' around the CBD to bring together and showcase artistic talent in art, fashion and design.

Perth's 140-William Street development consisted of a 3-month cultural pop-up hub

One decade on, and the pop-up concept is now in full swing, with mixed results. Some pop-up entrepreneurs have complained they’ve become too gimmicky and "there's been an influx in pop-up's that miss the point and neglect to surprise customers with their offerings" (Canadian food entrepreneur Amin Todai). New York furniture pop-up entrepreneur Christina Norsig wisely warns that consumers are starting to show signs of 'pop-up fatigue'. Because when something fun and unique like the pop-up is overdone, or exploited, consumers will come and go in much the same way as the retail channel itself.