Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise.
Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today’s busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity.
The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.
Table of Contents
1. From Retail to Ephemeral Retail
2. What Are Ephemeral Stores and How Can We Define Them?
3. Somewhere Between Communications and Distributions: Categorizing Ephemeral Stores
4. Understanding the Future by Looking at the Past
Ghalia Boustani is a researcher at Paris 1 Panthéon Sorbonne and holds a Doctorate degree from Ecole Supérieure des affaires. Her main research interest is in ephemeral retailing; she has developed her first research on pop-up stores in the Middle East and now is focusing her research on studying pop-up stores in Europe.
"The global pandemic has irreversibly destabilised the retail industry, and at a time of significant uncertainty, agility, creativity, and innovation has been critical to survival. This book on pop-up retailing is therefore very timely, offering academics, students, and industry practioners a novel, experiential and engaging approach to new ways of retailing in the new normal".
- Bethan Alexander, Senior lecturer, course leader MA Global Fashion Retailing, Research fellow
"At a time when the traditional rules of retail engagement, and the companies which practised them, are under threat Dr Ghalia Boustani has written the vade mecum of pop-up retailing. "Ephemeral retailing", as she terms it, is powerful tool for both retailers and brand marketers in a world that values the agile and the transient. Exhaustively researched and consummately analysed, this book helps to clarify concepts that have hitherto been loosely discussed in the popular media. As such it will be of interested not only to academics but also to all those responsible for the strategic management of the pop-up format."
- Bill Webb, Senior Lecturer, Retail Management, The London College of Fashion Business and School, and Memeber of the Ebeltoft Group of Retail and Brand Experts
"Over the last decade or so there has been growth in Pop-up retailing. Understanding the reasons behind this, the reactions to such operations and thinking about their future in both retail and place terms is critically important. This book provides a step forward by bringing such considerations into place"
- Leigh Sparks, Professor of Retail Studies and Deputy Principal University of Stirling
"Ghalia provides a highly relevant text with expert insight into the historical, current and future strategies of ephemeral business models. This book is a must read for any student studying retail marketing or consumer behaviour".
- Ranjit Thind, Lecturer International Fashion Marketing and Management, Coventry University, London, UK
"A comprehensive guide into this refreshing retail format, giving retailers and brands the opportunity to connect with consumers in exciting and agile ways. Deep dive into this growing trend and define your strategy, guided by the THE pop up retail expert."
- Oliver Banks, Retail Operating Model & Transformation Consultant, Podcast Host of The Retail Transformation Show, UK
"The global retail world is undergoing radical change, post COVID19 pandemic and this book offers a fascinating, intelligent view of the way pop-up retail will contribute to this seismic change it’s having to face"
- Steve Lister, MD, SteveLister.com - Retail Innovation Consultancy for Global Brands & Retailers