Ephemeral Retailing: Pop-up Stores in a Postmodern Consumption Era, 1st Edition (Hardback) book cover

Ephemeral Retailing

Pop-up Stores in a Postmodern Consumption Era, 1st Edition

By Ghalia Boustani

Routledge

136 pages

Purchasing Options:$ = USD
Hardback: 9781138586963
pub: 2019-08-22
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Description

Often described as the "hottest" retail phenomenon, ephemeral retail concerns the growth of pop-up stores as a new mode of retailing. These temporary stores are designed to "pop-up" without notice, quickly attract crowds, then disappear or morph into something else. Although they share similarities with traditional physical stores and online stores, ephemeral stores outshine existing retail formats as they have many unique and differentiating characteristics.

These stores are becoming more popular among distribution channels as they offer exclusive and surprising retail experiences. Many established brands are already integrating these new points of sale into their distribution channels while other brands are adopting them to raise communication, awareness, sales or just for experimentation. This phenomenon is finding its place amongst retailers not only for its efficiency and effectiveness, but also for its unique impact, providing a sense of novelty which makes it particularly attractive to postmodern consumers seeking hedonic experiences.

This concise text introduces all aspects of this growing phenomenon and contextualizes it within existing channels of distribution. It explores brand atmospheric interventions that are designed to affect customer emotions, behaviors or experiences, as well as practices retailers adopt to build relationships with their customers. It will be of interest to scholars and advanced students in retail marketing, branding and marketing.

Table of Contents

1. Towards a comprehension of ephemeral retail stores 2. Traditional store atmospheres and their effects on customers 3. Customer reactions to atmospheric stimuli 4. Ephemeral retailing; an experiential era 5. Conclusion

About the Author

Ghalia Boustani is a researcher at Paris 1 Panthéon Sorbonne, France, and holds a Doctorate degree from Ecole Supérieure des affaires, Lebanon. Her main research interest is in ephemeral retailing; she has developed her first research on pop-up stores in the Middle East and is now focusing her research on studying pop-up stores in Europe. Throughout her academic journey, Ghalia has also worked closely with professionals and entrepreneurs on several projects that added value to her research.

About the Series

Routledge Focus on Business and Management

The fields of business and management have grown exponentially as areas of research and education. This growth presents challenges for readers trying to keep up with the latest important insights. Routledge Focus on Business and Management presents small books on big topics and how they intersect with the world of business research.

Individually, each title in the series provides coverage of a key academic topic, whilst collectively, the series forms a comprehensive collection across the business disciplines.

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS057000
BUSINESS & ECONOMICS / Industries / Retailing
BUS070090
BUSINESS & ECONOMICS / Industries / Fashion & Textile Industry