To read the full version of this content please select one of the options below:

How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers

Julia Taube (School of Materials, University of Manchester, Manchester, UK)
Gary Warnaby (Institute of Place Management, Manchester Metropolitan University, Manchester, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 10 July 2017

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Keywords

Citation

Taube, J. and Warnaby, G. (2017), "How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 385-399. https://doi.org/10.1108/JFMM-08-2016-0074

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited