Store types: pop-up, outlet and flagship

The consumer public has more and more immediate needs and implicit desires, as well as yearning for added values, because today, the service, point of sale, packaging and values ​​related to their lifestyle are as or more important than the product itself. acquired. Therein lies the need for a brand to position itself correctly and understand, anticipate, and win the customer in order to fight its competitors.

Meet three of retail store formats high among major brands – pop-up store, outlet and flagship store – as well as the difference between the strategies adopted by each one, in order to thus serve different niches and potential consumers.

pop-up stores

Defined as temporary stores that attract consumers precisely for the short term they are open, the pop-up stores, stand out and become successful through artistic interventions and the like. This is how the operation of a pop-up store: Unlike traditional projects planned over long periods, a few days or months are enough for a pop-up store take shape.

However, unlike a traveling store, it does not require continuity; what defines its concept is the possibility of exploring a place in a momentary way, such as its public and the potential of the business itself, the great advantage being to capture and interpret opportunities, thus making the consumer, in fact, believe in an idea remote and transient to be enjoyed in a given time.

outlet stores

outlet, however, is the name given to a new retail sales market where producers and industries directly sell their products to the public. The stores, located on the outskirts of large cities or in shopping malls, have the benefit of reducing maintenance costs, advertising and profits for retail chains, thus enabling the sale of major brands and luxury brands at affordable prices.

In the eastern United States, in the 1930s, the concept of factory outlets emerged that offered their employees surplus or damaged products at reduced prices, and remained so until the mid-1970s. Traditionally known as a factory outlet, in currently titled outlet stores Manufacturers sell their products directly to the final consumer.

flagship stores

Flagship stores or concept stores translate as stores where the products that best define the concept that guides a brand – its essence – are presented in an innovative way. Soon, they became references in the midst of the main cities in the world associated with fashion, culture, commerce and entertainment, and, due to the high degree of investment involved, they reflect the greatness and position of a particular brand.

Established throughout the 1990s, flagship stores tend to establish and communicate the strength of such an enterprise, and carry with it an innovative impact geared towards a particular theme or lifestyle. In Brazil, the Havaianas concept store, for example, offers customers the possibility to customize their pair of sandals in a “fair stall”, which refers to the popular origin of the brand.

If you are interested in open your own storeplan to choose the type that best meets your purpose, need and that will serve your customer in a satisfactory way as well.