Whether physical or virtual, heritage brand or start-up, pop-up stores are everywhere: this book provides the why, what, and how for entrepreneurs and established brands to capitalize on this exciting format.
This book guides readers through the 20-year evolution of pop-up stores, their integration into overarching brand strategies, and the practical ins and outs of pop-up store development, offline or online. Insights from over 90 recent case studies further illuminate the tools that need to be considered and guidelines to be followed for pop-up store success, including distribution, communications strategy, atmospheric design, budgeting, events, and legal considerations.
Brand managers, consultants, retail professionals, and retail marketing and management students will benefit from this engaging and reliable guide, learning that behind pop-up stores sparkly and ephemeral image lies the utmost attention to detail.
Whether physical or virtual, heritage brand or start-up, pop-up stores are everywhere: this book provides the why, what, and how for entrepreneurs and established brands to capitalize on this exciting format.
Recenzijos
This is a fascinating exposé on Pop-Up stores, their origins, evolution, and why such excitement about them. Ghalia Boustani meanders the reader through a beautiful journey of discovery. She delves articulately into the reasons behind these concepts, their benefits to the landlord, consumer, and the store itself. Entertainment, Education, Escapism, as she explains.
Chris Igwe Global Retail Strategy Advisor & Founder at Chris Igwe International
Ghalia Boustanis passion for pop-up retail bursts through the pages of this book. She delves into the intricacies of every stage of the process including strategy, development, and consumer engagement. It is fantastic resource and a great addition to any retail bookshelf!
Melissa Moore The Retail Advisor. The Retail Tea Break Podcast Host. Retail & Sales Lecturer
Ghalia Boustani is a renowned expert of the retail & events industry, with a fine knowledge of the specifics of pop-up stores. This book is a must-have for brands willing to engage in ephemeral retailing!
Pierre-Luc Passy Co-founder & CEO at La Devanture. Lecturer at Sciences Po and ESSEC
Prologue. Chapter 1: The Evolution of Pop-Up Stores: A World of Potential and Passion. Chapter 2: Pop-Up Store Adoption and Integration in Brand Strategies: A Construction Through Narratives. Chapter 3: The Ins and Outs of Pop-Up Store Development. Chapter 4: Transforming Retail Environments. The Impact of Pop-Up Stores on the Brand-Customer Dynamic in a Volatile Retail Environment. Conclusion. Bibliography
Ghalia Boustani is a seasoned retail consultant, and holds a doctorate from Ecole Supérieure des Affaires, Lebanon. She has published many works and manuscripts on ephemeral retailing, focusing on the Middle Eastern and European markets. Ghalia's influence extends globally, as she brings her wealth of knowledge to various educational institutions and business schools in cities such as Beirut, Istanbul, London, and Paris. Since 2011, she has been actively involved in teaching marketing and retail, participating in over 30 conferences and webinars. Her engaging presence is a regular feature at seminars and forums, including prestigious events like the Retail Focus Forum, Paris Retail Week, and the HOP! Summit. Through these platforms, Ghalia consistently shares her insights and contributes to the discourse shaping the future of retail.
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