Former Executive Of VS , The Founder Of Internet Underwear Brand Lively: The Pop-up Store Is The Future Of Retail

Michelle Cordeiro Grant said: “Today ’s pop-up store is more about the experience you give consumers. Because they no longer need to go to the store to buy things. What they want is to go to the store for human interaction. They need some on-screen Things that ca n’t be done on the market, this is what the pop-up store can bring to consumers. This is a vivid experience that lets people understand what our brand means besides underwear. "

She believes that experiential retailing becomes more and more important in an era where shoppers are tired of staring at the screen all day, especially for young millennial and Gen Z consumers: "Before the advent of social media and digital marketing platforms, People shop in brick and mortar stores. Today, 7-10 years later, people are tired of watching their phones. And these pop-up stores allow them to participate in moments and experiences that are of real interest, and they can spend smoothly. "

Arpan Podduturi, product director of e-commerce software service shop Shopify, also agreed with Michelle Cordeiro Grant. He said: "The" digital fatigue "of mobile phones is real, and it is an important part of our lives. Walking into a store and not thinking about your mobile phone for 10 minutes, just to understand the product, this feeling is really very free."

Michelle Cordeiro Grant believes that pop-up shops need not be too complicated or costly. She said that the first Lively pop-up store cost US $ 10,000 including staff travel and meals. She believes that the ideal size of the pop-up store is about 1,000 square feet (about 93 square meters). For Lively, the pop-up store is building a community while connecting consumers and brand ambassadors. Today the company has nearly 1,000 brand ambassadors, compared with 100 in 2016.

She said: "Brands are related to people's influence. When consumers see a brand's logo, their emotions will be inspired. For Lively, underwear products are really important, but more importantly, when When people see the word 'Lively', how does this brand feel and what does it mean. "