How do you feel when you see an established brand name baffle you with a new product? One that’s not associated with the infamous brand name you know and love?  Well, you either trust the brand name enough to love the product, or you’re completely baffled, wondering how on earth the product has anything to do with the brand name!

Sometimes, even the most tenuous link between brand and product can actually work rather well – who would have thought that a musical instrument manufacturer Yamaha could become such a successful motor vehicle company?  Or that Coca-Cola lip balm would really take off?  But with every successful idea that sends a product soaring off the shelves comes another brand’s dismal failure at extending their name into a new field – welcome, reader, to the fabulous world of brand extension.

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If new products can come and go, why can’t the stores that display them do the same? Well they can, and this is known as ‘Pop-up retail’. Over the last year there has been a surge in the pop-up phenomenon. You may ask the question what exactly is pop-up retail? As I discovered, it can only be described as something that is a temporary venue — the space could be a sample sale one day then a host to a private cocktail party the next.

Pop-up retail is specifically an idea or mindset that allows a company to create a unique environment that engages their customers, as well as generates a feeling of relevance and interactivity. The main trend encompasses “popping-up” one day, and disappearing the next – creating a sense of being fresh and relevant – fantastic attributes for any brand. Read more…