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."
Moet Atelier
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.
Nivea Store
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
