How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers.

Purpose: This research explores the influence of brand interaction in pop-up shops on consumers’ perceptions of luxury fashion retailers. Design/methodology/approach: Adopting an exploratory, inductive research design, semi-structured interviews were undertaken with female respondents, consistent with the profile of both typical pop-up and ‘new luxury’ customers, who had recently visited a luxury fashion pop-up shop. Findings: Factors influencing consumers’ perceptions of the luxury brands whose pop-up shops were visited are identified relating to three key characteristics of pop-up retailing identified from a review of relevant literature, termed the temporal dimension, the promotional emphasis, and the experiential emphasis. Originality/value: This qualitative study explores the perceptions of pop-up shops qualitatively from a consumer’s perspective, providing new insights into the personal and complex motivations and attitudes of new luxury consumers.