TY  - JOUR
AB  - 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.
VL  - 21
IS  - 3
SN  - 1361-2026
DO  - 10.1108/JFMM-08-2016-0074
UR  - https://doi.org/10.1108/JFMM-08-2016-0074
AU  - Taube Julia
AU  - Warnaby Gary
PY  - 2017
Y1  - 2017/01/01
TI  - How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers
T2  - Journal of Fashion Marketing and Management: An International Journal
PB  - Emerald Publishing Limited
SP  - 385
EP  - 399
Y2  - 2024/04/24
ER  -