The rise in "pop-up" stores is another example of how to make distribution part of your brand building strategy. In a retail world where every high street looks pretty much like the next, these temporary brand stores help buzz, excitement and a unique customer experience.
Nike 1948 store
The latest example I read about is the temporary Nike store hidden away in a London side street in the shell of an old railway arch (see below). This secretive store sells high-end ranges and occasional exclusives people in the know. According to Reuters, "The Nike store, named 1948 after the last year London hosted a summer Olympic Games, has attracted a cult following by creating a running club and offering dance lessons to the local community as well as an alternative to replica store fronts."
This store opened on London's swanky Bond Street last December. For £75 you were able to watch craftsmen embellish a bottle of bubbly with your chosen date or message, using Swarowski crystals. It was a snip at £50 if you purchased the bottle for home delivery the next day for £50.
And its not just flashy brands who are experimenting with pop-up stores. In March, Nivea took up temporary residence on the chic Maximilian Strasse in Munich. Make-up artists and photographers were on hand to pamper you. You can watch a vido (in German) here.
"Route-to-consumer" is a big thing every brand should be thinking more about. Other earlier posts on the role of distribution in brand building include:
- The genius of Nespresso
- Vodafone's battle with Carphone Warehouse
- P&G's dips its toe in online retailing