Pop-Up Store Adoption by Brands

Ephemeral stores have several features that appeal to consumers and brands; to the former, they present an innovative and exciting concept and to the latter, they are agile tools helping brands meet specific objectives. Previous research developed on the subject has focused on studying pop-up stores in the North American and European markets. Following a qualitative study, the objective of this research was the understanding of the reasons for the adoption of ephemeral stores by Lebanese brands. The study’s results highlighted specific features related to the adoption of Lebanese pop-up stores; these formats can be testing or experimentation tools. Pop-up stores can also serve to mover merchandise or communicate brand novelties. Finally, in the Lebanese context, pop-up stores can trigger customer surprise or reinforce the brands’ social dimension. The current research findings join the results of previously published studies.

Keywords: Ephemeral stores; Pop-up stores; Ephemeral retailing