Pop up report-final
Published on: Mar 4, 2016
Transcripts - Pop up report-final
Pop Up Pop-up shops are a variety of shops, cinemas, restaurants, ports, shopping centers, concerts andhotels that are spontaneously opened for a short amount of time so that customers may takeadvantage of the services that the retailers have to offer. Some examples of pop-up retail includeHalloween costumes, Christmas trees and presents, fireworks, apparel, and short-lived trends, such aschildren’s toys. Because these pop-up stores are getting such good business, it seems that they won’tbe going away anytime soon. Pop-up retail first appeared in 1999 in Los Angeles. It was based on Japanese consumer culture,which showed its devotion to unique, limited edition merchandise. The term “Pop-Up” wasn’t coineduntil 2004 in a Trendwatching.com article. Although it has been around for over a decade, it didn’tstart to trend until around the past year or so. Now, many popular businesses and aspiringentrepreneurs are trying out this new form of marketing. Why may you ask? Well, there are manybenefits to opening a pop-up store. It allows the owners to give their products a test run and getopinions of customers so that they can revise or replace their products for future endeavors or if theyeventually decide to open a business of their own. Not only that, but it opens your business up tomany different kinds of demographics, which can help improve your customer base, because byconstantly changing you location, you are showing your business to customers that might not haveseen it normally. Aside from adding new customers, it is also much cheaper than owning a store front.Sure, while owning a business it great, it also comes with lots of responsibilities, and lots of bills. Byhaving a pop-up store instead, you are cutting down on rent, utilities, appliances, furniture,equipment, and most likely your salaries, depending on the amount of people that you hire for yourpop-up. Pop-up can also cut down on your advertising costs by thousands of dollars. For example, aNew York pop-up store called Procter and Gamble’s had a pop-up store open for ten days, witheverything in the store being free, including Cover Girl makeovers and free shampoos from Head andShoulders. In those ten days, they got around 14,000 customers, which saved them advertising costs,brought in new customers, and also helped make new loyal returning customers. But why is pop-up so popular? Well for one, there is the curiosity that the customers havetowards the product. If a customer knows that something will only be round for a short time, and willnot be accessible later, they are more likely to buy it than if they drove past it every day on their wayto work. They are also more likely to purchase multiple items rather than just one; for fear that theymay never get those products again. By knowing that customers respond this way, you have theadvantage of making sure that your products are unique and something that the customer is going tobe willing to pay a little extra for because the product/food/atmosphere is special. Nowadays, it has never been easier to find pop-up shops around your area. Thanks to socialnetworking sites such as Facebook and Twitter, now people can like or follow their favorite chef orsalesperson and get the info they need so that they can be there on time when the pop-up happens. It
also gives them a chance to make a reservation ahead of time, because pop-up restaurant slots fill upfast. My case study focuses more on the restaurant aspect of pop-up. Pop-up restaurants can be a newexperiment used by current restaurant owners so that they may try out new menu items or venues,and see what the overall response of the customers are. It can also be a tryout for a potentialrestaurant that could be opening in the area. One of the first seen and one of the most popular pop-up restaurants is that of Ludovic Lefebvre. Ludo Lefebvre is a famous chef who was born in France and then came to the United States tobroaden his culinary experience and get more freedom with the foods he cooked. He has been seenon many culinary television shows such as Hell’s Kitchen, Iron Chef America, and Top Chef Masters. Hehas won many awards for his creative culinary inventions, and has been praised for his creative twistson his pop-up restaurant, LudoBites. LudoBites is a traveling restaurant that is seen through differentparts of Los Angeles. It has no phone number and no constant address. LudoBites has received thepraises of many highly acclaimed food critics, including LA Weekly’s Pulitzer Prize winning food criticJonathon Gold, who has rewarded Ludo’s dishes as the Top 10 Dishes of the Year three times. Ludohas been able to receive such high applauses because he made a niche for himself: he took somethingthat was not seen very often and decided to give it a shot. Not only that, but he made it his own. Hiscreative and unique dishes got the attention of many people in the media. He has written books, beena guest star on a variety of TV shows, and now has his own TV show called Ludo Bites America, wherehe and his crew travel around the LA area, setting up different venues, and creating new menu itemsfor each venue. Our second case study is about pop-up hotels, looking at the Papaya Playa Project. It is a pop-uphotel by the Berlin based company Design Hotels. It consists of 85 existing beach cabanas at thePapaya Playa Beach Bungalow Resort in Tulum, Mexico which were renovated by Design Hotel andnow sold under their name. It opened on the 6th of December 2011, and by the original plan was onlysupposed to last 5 months until May 2012, but because of high demand, they extended the project tomid November 2013.Tulum is known as one of the world’s best beach destinations, with half a mile of white beaches, richforest and Mayan ruins. The reason why they wanted to open a pop-up hotel, rather than apermanent one, is that they did not want to ruin the nature and scenery around the area. So by usingthe existing cabanas and renovating them using ecological and materials found locally, they did theleast harm to the nature.During one week in the end of September this year, the pop-up hotel got a pop-up event, PopUpAshram. PopUp Ashram is a pop-up resort travelling around the world, as well being overseen byDesign Hotels. Other destinations on their schedule now are Bali and Italy. Why they chose Tulum asone of their locations was the history and all the Mayan archeological sites. During the one week theyhad teachers, healers and artist come to the Papaya Playa Project, they oranised different activities,such as classes and workshops in yoga, fitness and Mayan Wisdom.Future plans for Design Hotels include opening a second pop-up hotel, this time a 34-room pop-uphotel in San Giorgio on Mykonos, Greece because of the success of the first one.
Not having found anyone around to interview regarding the pop-up culture, we used a case studywritten in The Guardian about a pop-up café and how it affected the business. Carli-Jayne McNaughtis the owner the cafeteria The Olde Young Tea House, which is located in Middlesbrough, UnitedKingdom. In July she opened a pop-up café during the Fashion Rules event at Middlesbrough Instituteof Modern Art. Her thoughts reflecting on the event were only positive, mentioning that it gave thebusiness growth in new areas as well as giving the chance to try out something new on the menu. In conclusion, pop-up that started from shops has been growing in popularity, and will most likelybe around for a while, and in the future anything might just pop-up. It seems that entrepreneursprefer this to opening a new store with the risk of not knowing the customer demographics orpreferences beforehand, using the pop-up either in a trial kind of way or as extra advertising. Byopening a pop-up store instead, they are taking less of a risk of failing, because the business will onlybe around for a short time, and have less chance of crashing and burning, so to speak. Not only that,but they are saving a lot of money that they would normally have to pay for rent, utilities, etc.