Desgin And Practice Of Pop-up Store Exhibition

With development of experience format in shopping centers, merchants start to adopt various methods to attract customers, but its roles for driving the development of retailers are very limited. A lot of pioneering shopping centers which pursue difference start to explore innovative experience format to produce effective interaction with retail format and introduce diversified emerging elements to increase supply of contents like spirit,sensory organs and interaction. On the other hand, under fast living state, highly homogeneous competition of retail industry and almost the same display of store make consumers trapped in aesthetic fatigue. So, Pop-up store provides new model of reference for retailers. In foreign countries, Pop-up store is not a new word. But in China, clothes are mainly retailed in department stores and the development of Pop-up store is still at the initial stage, but its development gets better and better. As a matter of fact, essence of Pop-up store is very simple just like temporary shoppe and temporary brand promotion meeting of shopping mall. However, Pop-up store places high value on package inside and outside. So, its topics are controversial. Special properties of Pop-up store makes it different from routine store in many aspects.Firstly, based on related theory of pop-up store and display, this paper will apply com parative analysis to summarize difference characteristics between pop-up store display an d conventional stores from time, place and concept. Combined with the brand case, it will analyze the concrete manifestation of pop-up store display in the actual situation. Secondl y, according to the feature of pop-up store, it puts forward some problems and expounds t he corresponding solutions. Finally, through the analysis on brand positioning and target c ustomer group, it utilizes the case practice methods, combines with theory knowledge of p op-up store, applies into the display of brand pop-up store and obtains a certain effect. Thr ough analysis on this paper, it will help consumers to further understand pop-up store.