Pop-up Stores: The Attraction of Ephemeral Experiences - A phenomenological study on consumers' experiences in pop-up stores

Sammanfattning: The purpose of this paper is to contribute with a new understanding of pop-up stores through a phenomenological perspective by examining how consumers experience pop-up stores. The study also aims to look at a micro and macro perspective to better understand how this phenomenon links to and is shaped by macro level trends of the contemporary consumer culture. Given the purpose and aim of the report, a qualitative method design with a multi-site study has been chosen. Qualitative semi-structured interviews with a phenomenological design have been conducted with consumers visiting pop-up stores in New York City, in combination with participant observations. A finding of the study showed that the exclusiveness of pop-up stores could be instigated by its ephemeral nature, which attracts consumers of today in their search for new and exclusive experiences. It also emphasizes the importance for brands to provide consumers with a physical retail context for trust and relationship building, especially online retailers. Thus, making the artificial online brand online more real and authentic. This is aligned with another conclusion of the study that short-term solutions, like pop-up stores, could result in long-term relationships for brands and consumers.