The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The characteristics of types and annual trends of pop-up fashion stores - Focused on domestic cases -

패션 팝업 스토어의 연도별 변화 추이 및 유형 특성 - 국내 사례를 중심으로 -

  • Yu, Jihun (Dept. of Clothing & Textiles, Sangmyung University) ;
  • Choi, Doree (Dept. of Human Environmental Science, The Graduate School of Sangmyung University)
  • 유지헌 (상명대학교 의류학과) ;
  • 최도리 (상명대학교 대학원 생활환경학과)
  • Received : 2015.05.08
  • Accepted : 2015.10.26
  • Published : 2015.10.31
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Abstract

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.

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References

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