jerryking + marketing + united_kingdom   2

Up, up and away; Pop-ups
Nov 6, 2010 | The Economist | Independent galleries, theatres,
bars (not always licensed) & front-room restaurants, all with
intentionally short lifespans, have been popping up suddenly, often
overnight, in the hipper parts of British cities for several yrs. The
exigencies of the recession encouraged retailers to emulate them: the
previous govt. set up a £ 3m fund to fill empty shops; landlords became
willing to sign short-term leases. Last yr. the people behind an
ice-cream brand named The Icecreamists ran a pop-up shop, complete with
in-house band & catwalk shows, inside Selfridges in London.The
brand's slogan-- to "liberate the world one lick at a time"--wouldn't be
out of place at Banner repeater. Founder Matt O'Connor says his 1st
pop-up let him launch his brand for a 1/10th of the normal cost, while
testing product ideas. For established brands, the format provides a
direct way of interacting with customers, turning each day's trading
into a consumer focus group.
ProQuest  marketing  trends  United_Kingdom  branding  market_research  product_launches  focus  retailers  experimentation  pop-ups  ice_cream 
november 2010 by jerryking

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