The pop-up phenomenon continues.
I was at the opening of the Power Plate studio last week. For the uninitiated, Power Plate is a piece of exercise equipment that’s sweeping across Europe and the company wants to have a foothold here in the states.
And what better place than in L.A., the hotbed of fitness and exercise trends.
The company had a few objectives when they decided to create the studio
- Create awareness for the Power Plate brand
- Create a space to experience Power Plate – the media, fitness trainers and the general public all have a space to come to where they can experience Power Plate for themselves
- Sell Power Plate equipment – the space is a dolled up exercise studio, not a sales store at your local sporting goods retailer (you’re not going to find price tags hanging off the machines – that’s not what this is about, nor is it their primary goal).
So, what’s the buzz around pop-up stores? Everyone from Warner Brothers, who created a pop-up store dedicated to a relaunch of Tweety Bird a few years back to Target, who has launched several pop-up concepts see them as a great way to extend their brands.
Even restaurants are getting in the act by opening at airports. San Francisco International Airport features a collection of local restaurants in the United Airlines terminal. They’re essentially scaled back versions of their bigger brothers that dot The City. These guys are in the pop-up restaurant business to make money. The brand extension part of it is just a by-product.
So, are the Power Plates of the world smart to open a pop-up studio? Absolutely. It’s smart business and a relatively inexpensive way to market your brand to a whole new audience.
THE REAL WORLD RETAILING TAKEAWAY
Pop-ups are here to stay, and are only going to increase in popularity.
From Target’s pop-up concepts to mini-boxes, smaller store concepts that Big Box retailers like Staples are opening, pop-ups are an easy, cost-effective way for retailers to extend their reach.
And that means increased competition for all the independent retailers out there. But not all pop-ups are bad. Sometimes, as in Power Plate’s case, they’re a great addition as they bring new people into your neighborhood, increasing foot traffic for everyone.
What pop-up concepts are you seeing and what’s been your experience with them?
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