Advanced SearchSearch Tips
The characteristics of types and annual trends of pop-up fashion stores - Focused on domestic cases -
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The characteristics of types and annual trends of pop-up fashion stores - Focused on domestic cases -
Yu, Jihun; Choi, Doree;
  PDF(new window)
Contemporary fashion companies have been planning marketing strategies that can promote brands and products more effectively for satisfying consumers' increasingly diversified needs. For this reason, retail spaces have continued to evolve and the modern concept of pop-up stores appeared through this process. Therefore, the object of this study was to research domestic pop-up fashion store cases by collecting article data. These data are from Internet fashion-specialty sites and analyze the types and characteristics of pop-up fashion stores by providing basic information that will be useful in the pop-up fashion stores of companies when they establish their marketing strategies. This study utilized the content analysis method and derived the results by using SPSS Statistics. As a result of this study, the type of "pop-up fashion stores opening in distribution enterprises" comprised the highest percentage of the whole store types and the pop-up fashion stores' management purposes were focused on product introduction, promotion, and market testing. As time passed, not only did pop-up fashion stores' growth rate increased, but also the types of pop-up fashion stores have become more diverse. In other words, contemporary fashion companies are utilizing more pop-up fashion stores as a marketing strategy than before. However, due to the short history of domestic pop-up fashion stores, the variety of research is still insufficient, so more extensive research on pop-up fashion stores is required.
fashion pop-up stores;types;characteristics;domestic;case;
 Cited by
Bauman, Z., & Favaro, S. (2010). Liquid times: Living in an age of uncertainty. Cambridge: Polity Press.

Chae, H. J., Choi, H. Y., Jang, J. H., & Ko, E. J. (2012). The influence of pop-up store attributions toward brand attitude and revisiting intention: Focus on sports brands. Fashion & Textile Research Journal, 14(3), 400-412. doi:10.5805/KSCI.2012.14.3.400 crossref(new window)

Jang, S. Y. (2012, March 8). 美온라인 시장의 새로운 키워드 'F 커머스와 팝업 스토어' [USA, The new keyword in online market 'F Commerce and Pop-up Store']. KOTRA, Retrieved December 20, 2014, from

Kim, H. J., & Lee, J. K. (2012). A study on the spatial characteristics of pop-up store applied experiential marketing. Journal of Korea Institute of Spatial Design, 7(1), 77-86.

Kim, J. S. (2010). The influence of pop-up store experiences on brand attitudes. Unpublished master's thesis, Hongik University, Seoul, Korea.

Kim, S. Y. (2010). Classifications of Korean fashion multi-brand stores and their strategic directions. Unpublished master's thesis, Konkuk University, Seoul, Korea.

Kim, S. Y., & Kim, C. S. (2011). Comparison of feel/ sense and purchase behavior among NIKE, PUMA, and KUHO POP-UP store visitors. The Research Journal of the Costume Culture, 19(6), 1288-1301. crossref(new window)

Kim, Y. K., & Kim, Y. I. (2013). Analysis of VMD characteristic of department pop-up store: Focus on Seoul, Busan, Daegu and Osaka. Korea Science & Art Forum, 14, 77-90. crossref(new window)

Lim, K. R. (2012, November 16). 유통가에 오디션 바람 [The fever of auditions in the distribution markets]. Apparel News, Retrieved December 31, 2014, from

Lisanti, T. (2014, December). Pop-ups reflect retail trends. License! Global 17(6), 7.

Marciniak, R., & Budnarowska, C. (2009, July). Marketing approaches to pop up stores: An exploration of social networking. Paper presented at the 15th Conference of the European Association of Education and Research in Commercial Distribution (EAERCD), Guildford, Surrey, England. Retrieved July 15, 2015, from

Nam, S. G. (2010, February 22). 현대백화점, 프런코 팝업스토어 연다! [Hyundai Department Store will open the pop-up store of the TV show, Project runway Korea]. bntnews, Retrieved December 31, 2014, from

Niehm, L. S., Fiore, A. M., Jeong, M. Y., & Kim, H. J. (2006). Pop-up retail's acceptability as an innovative business strategy and enhancer of the consumer shopping experience. Journal of Shopping Center Research, 13(2), 1-30.

Picot-Coupey, K. (2014). The pop-up store as a foreign operation mode (FOM) for retailers. International Journal of Retail & Distribution Management, 42(7), 643-670. doi:10.1108/IJRDM-01-2013-0032 crossref(new window)

Shin, J. S. (2013). Brand identity strategy with space marketing methodology: Focusing on the pop-up store. Unpublished master's thesis, Kookmin University, Seoul, Korea.

Sim, J. S. (2011, July 5). A new Message of Brownbreath. Retrieved December 31, 2014, from

Subvertising. (2009, September). Temporary stores and guerrilla stores (in Italian). 21, p.16.

Surchi, M. (2011). The temporary store: A new marketing tool for fashion brands. Journal of Fashion Marketing and Management, 15(2), 257-270. crossref(new window)