Research

What are pop-up stores and why do brands have them?

Pop-up stores are temporary retail spaces that brands use to showcase new products, drive customer
engagement and awareness, build relationships with customers, test out concepts before committing
to a full-time store location, or promote special events. They can last anywhere from days to months
depending on the brand's goals. Brands use pop ups as they offer an effective way of generating buzz
around a product or service without needing long term commitments associated with permanent
physical locations.

Benefits and disadvantages of a pop-up store

Benefits:

1. Create connections with current and potential customers.

2. Increase brand awareness and generate instant hype.
3. Deliver personalized consumer experiences through targeted campaigns in a physical store
setting .
4. Obtain cash flow from short-term leases at vacant retail sites or existing retail organizations .
5. Stimulate consumers’ senses and foster social interaction, which are often difficult to achieve
online shopping experiences..

Disadvantages:

1. Difficult to manage inventory levels as stock is subject to fast moving sales trends in the pop
up stores due limited shelf life of products being sold
2. Higher cost incurred by retailers on rent for such spaces as compared brick & mortar shops
3. Lack of long term vision while making decisions can lead to suboptimal decision outcomes
4. Inconsistent planning across pop ups leading poor customer experience

Source :https://www.sciencedirect.com/science/article/abs/pii/S0007681320301385

Why would Fenty Beauty benefit from a pop-up store?

Fenty Beauty can benefit from a pop up store by providing access to customers who may not have
the ability to visit a physical store. Since Fenty Beauty is still limited in availability, many shoppers do
not live near an authorized retailer or are unable to purchase the products online due to payment
restrictions. A pop up store provides customer access that would otherwise be unavailable and
allows them to sample, test and buy the product in person with cash if needed. It also helps create
brand awareness as more people become exposed through word of mouth and social media posts
about their experiences at the popup location. Finally, this strategy could help Fenty Beauty reach
customers across countries where they don't yet have distribution but that show strong potential for
growth within certain demographics or regions.

Additionally, a pop up store can act as an effective way to test interest in certain regions where Fenty
Beauty is unavailable. If the response is positive, the brand may even consider opening its own
physical stores there or expanding distribution channels to better serve that region.
Fenty beauty pop-up stores
Fenty Beauty made waves in the beauty industry with their first-ever 3 day pop up store located in
New York City. Long lines of eager fans filled the block, waiting for their chance to explore and
purchase from the highly anticipated Morrocan Spice Collection. The success of this event marked
Fenty Beauty's arrival onto the scene as a major player in cosmetics.

Fenty Beauty’s Official Instagram post: https://www.instagram.com/p/BkdG0A-DHEi/

Source: https://www.nottinghampost.com/news/nottingham-news/rihanna-fans-queue-up-city-
1810345

Fenty Beauty's pop-up store offered customers a unique and immersive experience, with makeup
artists helping to find the right shade of foundation and offering personalized recommendations.
There were also interactive displays such as photo booths and swatching tables where customers
could experiment with products, creating content to share on social media. By providing this fun
experience, Fenty Beauty was able to build strong connections with their customers.

Source: https://www.elitedaily.com/p/what-does-the-fenty-beauty-pop-up-shop-look-like-i-got-to-
experience-the-hype-irl-9599386

All pictures are from this source aswell.

Fenty beauty’s pop-up stores in recent years
Savage X Fenty, hosted a three-day pop-up shop in Los Angeles’ Fairfax shopping district in January
2023 to showcase its limited edition Game Day collection. Ahead of the CEO's Super Bowl
performance, the store offered hoodies, sweatpants, varsity jerseys and other items as well as special
gifts with every purchase. Last year it opened stores in Las Vegas and plans six more locations this
spring. Savage X Fenty was also reportedly considering an initial public offering last March with a $3
billion valuation.

Other brands like Social Tourist had been introducing their own pop up shops in cities like LA and
NYC, copying Savage X Fenty’s success

Source: https://www.retaildive.com/news/savage-x-fenty-launches-pop-up-
shop-ahead-of-rihannas-super-bowl-performan/641043/

“Rihanna has made an impact since launching her Savage X Fenty line last month with reportedly
strong sales, and she’s now announced that London will host a pop-up shop, the label’s second after
New York.” (Halliday, n.d.)

We can see that the pop-up stores have achieved success, and they are in the process of expanding
abroad.

Source: https://uk.fashionnetwork.com/news/rihanna-selects-london-for-second-savage-x-fenty-
pop-up,986279.html

Some interesting information : Rihanna's Savage X Fenty opens 1st store in Las Vegas as digital
brands enter malls
Source: https://www.foxbusiness.com/lifestyle/rihanna-savage-fenty-1st-store-las-vegas

Link with Fenty Beauty’s vision:

Fenty Beauty has embraced pop-up stores as a way to bring its inclusive and accessible vision to life.
Through their use of these temporary retail spaces, they are able to reach customers who may not
have access to the brand's products otherwise, such as those in remote or underserved areas.
Moreover, the visually striking atmosphere created by these stores helps foster a sense of
community and belonging within Fenty Beauty's customer base – regardless of skin type or tone.
Additionally, pop-ups allow customers the chance to try on different shades of foundation and
makeup looks so that everyone can experience how easy it is for them to find something suitable for
themselves with Fenty Beauty’s expansive range. Ultimately, this underscores how important
accessibility is at the heart of Fenty Beauty's mission.

This checks the first 2 circles of Fenty Beauty’s core values.

Link with SWOT:

By introducing pop-up stores (strength: modern marketing strategies), Fenty Beauty is able to
showcase their unique products and packaging (strength) in markets which had previously limited
access to the brand's offerings (weakness: limited distribution). This presents a great opportunity for
innovation and international growth, allowing them to expand their customer base and reach.
Furthermore, with every purchase customers have received special gifts - reinforcing the value of
money spent despite a higher price point than some competitors (weakness). Despite this endeavour
into new locales, competition will remain strong; Rare Beauty has opened its own popup store in
London proving that expansion comes at a cost of market difficulty due to high competition levels
(threat).
Competitions pop-up stores
Rare Beauty: Selena Gomez’s Makeup Brand Has Opened A Pop-Up Café And Beauty Bar In London

https://secretldn.com/rare-beauty-cafe-selena-gomez/

Kylie cosmetics:

- Coty launches Kylie pop-up in Copenhagen Kastrup Airport

https://www.moodiedavittreport.com/coty-launches-kylie-pop-up-in-copenhagen-kastrup-airport/

- Kylie Cosmetics to open “glam park” in Covent Garden (London)

https://fashionunited.uk/news/retail/kylie-cosmetics-to-open-glam-park-in-covent-garden/
2022072864352

- Kylie Cosmetics launches HERE in Dubai!

https://www.masala.com/lifestyle/kylie-cosmetics-launches-in-dubai