Pop-up stores are temporary retail spaces that showcase a brand or product for a limited period of time, similarly to Internet pop- up windows. The main purpose of pop-up stores is to promote the company's brand and create a buzz among consumers. On top of just delivering brand messaging and selling products, pop- up stores provide exhibition spaces and various experiences that appeal to the senses and emotions of customers. Pop-up stores have been appearing in high-traffic areas, especially in Seongsu, Hongdae, Gangnam, and Yeouido. A case in point is The Hyundai Seoul, which hosted over 320 pop-ups in the two years after it opened, a rate of almost one every two days.

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Pop-Up Stores and Post-Pandemic Consumer Pattern

Pop-up stores can be considered as a response to changing consumer behavior and preferences in the post-COVID 19 era In the wake of the pandemic, consumer behavior has undergone significant shifts, prompting businesses to adapt swiftly. During a Wall Street Journal CFO network summit on June 7, 2021, McKinsey & Company partner, Kelsey Robinson, spoke with Wall Street Journal's advertising editor Suzanne Vranica about the significant shifts in consumer behavior induced by the pandemic.

- As the pandemic recedes, consumers are eager to indulge themselves after prolonged periods of restraint. Pop-up stores provide a temporary, exciting shopping experience that aligns with this desire for indulgence.

- The pandemic accelerated the adoption of online shopping. Pop-up stores complement digital channels by offering a tangible, in-person experience that bridges the gap between online and temporary nature adds an element of urgency and excitement, offline shopping.

- With people spending more time at home during lockdowns, even the happiest homebodies are now eager to splash out on dining, entertainment, and travel. Pop-up stores allow brands to tap into this renewed interest in getting out.

- The pandemic shattered traditional brand loyalty. Consumers engaged in unprecedented channel switching, seeking new options and experiences. Pop-up stores, with their novelty and limited-time availability, attract attention and encourage exploration. They offer a fresh way for brands to connect with consumers who are open to trying something different.

In summary, pop-up stores serve as agile and adaptable retail spaces that cater to evolving consumer preferences, bridge the digital-physical divide, and create memorable interactions. Their temporary nature adds an element of urgency and excitement, making them a valuable tool for brands navigating the post- pandemic landscape.

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Impact on Consumer Behavior and Lifestyle

On the positive side, the sense of urgency, exclusivity, and novelty that pop-ups create can increase the interest, engagement, and brand loyalty of customers. Fostering positive brand associations, the unique and often interactive nature of pop-up experiences can enhance consumer satisfaction, enjoyment, and memory. Moreover, pop-up stores offer opportunities to discover new products, brands, and trends, expanding consumer choices and preferences.

However, the pop-up trend also presents potential drawbacks. The transient nature and hype surrounding these stores can induce impulsive and irrational buying decisions, potentially impacting consumer finances and well-being. Additionally, the frequent setup and dismantling of pop-up stores can generate excessive waste and pollution, raising environmental concerns. Furthermore, the influx of pop-up stores could undermine the stability and quality of the traditional retail sector, potentially compromising employment opportunities and regulatory frameworks within the industry.

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Reporter,

Jieun Park

pk325382@g.seoultech.ac.kr

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• e-mail : pk325382@g.seoultech.ac.kr