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Pop-up-Stores im Modebereich – Erfolgsfaktoren einer vergänglichen Form der Kundeninspiration

Baumgarth, Carsten ; Kastner, Olga Louisa

Marketing Review St. Gallen, 2012-10, Vol.29 (5), p.34-45 [Periódico revisado por pares]

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Título:
Pop-up-Stores im Modebereich – Erfolgsfaktoren einer vergänglichen Form der Kundeninspiration
Autor: Baumgarth, Carsten ; Kastner, Olga Louisa
Assuntos: Business and Management ; Collections ; Effectiveness studies ; Inspirationsinstrumente ; Kiosks ; Marketing ; Retailing industry ; Target markets
É parte de: Marketing Review St. Gallen, 2012-10, Vol.29 (5), p.34-45
Descrição: The fashion industry is now trying with a host of time-and quantity-based instruments create exclusive shopping experiences faster to inspire customers and to create the illusion of exclusivity and originality. Pop-up stores are an increasingly common marketing tool to attract the interest of customers and generate sales success. The article examines the theoretical and conceptual success factors of pop-up stores from the perspective of providers and illustrates them with case studies from the fashion industry. [PUB ABSTRACT]
Editor: Wiesbaden: Gabler Verlag
Idioma: Alemão

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