Ali Newton, Marketing Executive for retail fittings and fixtures company The Display Centre, discusses what pop-up stores can really do for brands.
Ali Newton
"Christmas is coming up fast and consumers are beginning to flock to the shops — but not just for presents. The flood of customers that want to purchase cosmetics before the Christmas party season are also out in force.
Pop-up shops are particularly attractive during peak retail periods, as it is a great time to capitalise on increased footfall. Even Kylie Jenner is looking for a slice of the action with her Kylie Cosmetics pop-up shop, opening on December 9th in California.
So why is a Christmas beauty pop-up such a great idea? Well, aside from the obvious benefit of the increased Christmas shopper footfall, there are several reasons.
One of the key benefits is the opportunity to generate
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