Exploring the Influence of Experiential Characteristics in Fashion Pop-Ups on the Retail Experience of UK Millennial Consumers

Abstract

Pop up stores, characterised by their temporal, experiential and unconventional approach, are ascending as a strategic retail format in the UK fashion market. Moreover, Millennials, representing one-sixth of the UK population, are recognised as a key target for pop-up stores by scholars and practitioners. Yet despite the rich literature on experiential retail and pop-up stores, studies merging these constructs that specifically focus on the Millennial segment are limited. Therefore this study seeks to fill this research gap and contribute to the body of knowledge on experiential pop-up stores in a fashion context. This chapter presents the findings of a study conducted before the global pandemic concerning the pop-up store phenomenon, key experiential characteristics in fashion popups and how Millennials consume them, drawing from extant scholars and empirical research. Exemplars of pop-up experiences are given throughout the chapter, and a list of questions concerning the future avenues of pop-up developments is presented at the end to stimulate discussion.Purpose -The purpose of this study is threefold; 1) to conceptualise pop-up store retail experiences, 2) to assess the appeal of experiential pop-up stores to UK Millennial consumers, and 3) to analyse the influence of pop-up stores in fashion retail and identify directions for future developments.Research design -Adopting a qualitative approach, primary data was obtained using semistructured interviews with industry experts and focus groups with Millennial consumers.Triangulated with secondary sources, the empirical data provides a robust assessment of the phenomenon.Findings -The findings demonstrate the evolution in pop-up typologies and motivations for 2 use. The pop-up retail experience of Millennial consumers was seen to be influenced by six hedonic characteristics including entertainment, educational, sensory, escapist, social and memorable, as well as two utilitarian aspects, product and time and money spent. Positive pop up experience is found to influence approach behaviour, purchase intention and word of mouth (WOM).Originality and value -This study makes a valuable contribution by offering a refitted conceptual framework for experiential retail pop-up stores that serves as a foundation for future research, and guides managerial practices on the experience design of pop-ups targeting Millennial consumers.