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Pop-up-Stores im Modebereich: Erfolgsfaktoren einer vergänglichen Form der Kundeninspiration

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  • Baumgarth, Carsten
  • Kastner, Olga Louisa
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    Abstract

    In der internationalen Bekleidungsindustrie wird heute mit einer Vielzahl zeit- sowie mengenbezogener Verknappungsinstrumente auf Produktebene, vermeintlich exklusiver Einkaufserlebnisse und einem immer schnelleren Kollektionsrhythmus versucht, Kunden zu inspirieren und die Illusion von Exklusivität und Originalität zu erzeugen. Eine dieser Spielarten von vergänglichen Formen der Kundeninspiration und des dreidimensionalen Kundenerlebnisses bilden Pop-up-Stores. Aufgrund seiner verhältnismäßig jungen Tradition fand das temporäre Ladenformat im wissenschaftlichen Diskurs bisher nur marginale Beachtung als zentraler Forschungsgegenstand. Vorhandene Untersuchungen beschränkten sich bislang auf grundsätzliche Systematisierungen und die Ermittlung isolierter, immer wiederkehrender Erfolgsfaktoren wie den Standort oder die Ladengestaltung. Dieser Beitrag leitet aus der vorhandenen Pop-up-Retail-Literatur und empirischen Studien aus verwandten Forschungsdisziplinen Erfolgsfaktoren von Pop-up-Stores ab, zeigt prioritäre Erfolgsdimensionen auf und entwickelt schließlich ein hierarchisch in Makro- und Mirkoebene unterteiltes Erfolgsfaktorenmodell. Die Konsistenz des Modells wird anschließend auf der Basis von zwei qualitativen Fallstudien aus der internationalen Bekleidungsindustrie explorativ überprüft. Diese Vorgehensweise belegt die Eignung des Modells im Hinblick auf seine praktische Anwendung und demonstriert nicht nur seine deskriptive und explikative Funktionen, sondern auch sein technologisches Potenzial, indem es Markenverantwortlichen konkrete Handlungsempfehlungen in der strategischen Planung, operativen Ausführung und nachgelagerten Erfolgsauswertung aufzeigt. -- In the highly saturated global fashion industry, clothing brands attempt to create and sustain the illusion of uniqueness and exclusivity by deploying a multitude of artificial, both time- and volume-related product shortages, allegedly select shopping experiences and ever accelerating launch intervals of new collections. One of those ephemeral forms of customer inspiration represents the new phenomenon of temporary popup-stores. Since pop-up-stores constitute a novel and still immature store format, little scientific research has been conducted to date. Existing academic articles limit their analyses to general systematisations and the appraisal of isolated, recurrent success factors such as the location or store design. This paper analyses both the existing pop-up-retail literature and empirical studies in related disciplines for critical success factors of pop-up-stores, identifies relevant dimensions of success and eventually proposes a success factors model, hierarchically structured into a macro and a micro level. The model's consistency is subsequently challenged using two explorative case studies from the international fashion industry. This approach demonstrates the model's suitability for practical application, the latter serving not only descriptive and explicative functions, but also managerial purposes by offering concrete guidelines to executives of pop-up-stores in terms of the strategic conception, operational execution and subsequent performance evaluation.

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    Bibliographic Info

    Paper provided by Institute of Management Berlin (IMB), Berlin School of Economics and Law in its series Working Papers with number 69.

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    Date of creation: 2012
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    Handle: RePEc:zbw:imbwps:69

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