Pop up store

The pop up store

With mintel’s records showing us that 81% (mintel2009:online) of asked consumers over the age of 16, were not familiar with the niche cosmetic range Shu Uemura , it is essential that this is changed and Shu Uemura becomes a more recognized brand.

An effective way of promoting the brand would be to create a pop up store. As we have taken inspiration from origami, the store would reflect this in it’s architecture and interior, which would not only suit the brand but also would be eye catching and interesting for the consumer and provide strong aesthetics in terms of promotion.

The concept of the store is based upon the slow movement. By reaching out to the busy workers of the cities and giving them an environment where they can take time out, slow down and they can also get to experience the brand Shu Uemura.

The temporary store will first of all be set up in a London location, for example off of Bow Lane in the busy business district in London, visually looking like a origami piece of art it will have the slogan ‘begin your path to beauty’, along with a website address. By simply having the pop up store with website address and no additional information before the official opening, this alone will create interest and hype.

The main purpose of the pop up store is to create a peaceful environment for consumer to access once made an appointment online for the Shu Uemura experience. Through alternative methods of promotion such as guerrilla marketing and unique origami leaflets sent out to our target market, for example in the city business district of London, these people will be informed of the experience available at the pop up store and will easily be able to book an appointment.

Bloggers will first of all be informed about the new pop up store before anyone else. This will give them the desired inside knowledge to begin the viral promotions. Following the bloggers night there will be an official launch night for the press and media for them to write about and promote through means of online websites and magazine articles or recommendations.

Once promoted well, the pop up store will be open for the public to visit. Products will be able to be purchased as well as the paid treatment which will be offered.