British clothing "temporary shop" for the company to create new busine
"Temporary store" concept has recently been a growing number of retailers, which had only engaged in online
Sell High Street companies want to give customers use this way to leave a specific impression.
In the UK, "temporary shops" are springing everywhere, all kinds of brand at the approach of Christmas 2009, when the usual fill the empty High Street shop, very lively.
However, when consumers are already used to the original entity selling discount brand extension for the temporary time, for many retailers, this is the first time they make products out of network marketing.
EBay is one of the lead were it in New York opened a new "temporary shop." Creative Retail
Marketing Proxy Live & Breathe the company's general manager Nick? Gray pointed out that this is not just "let eBay for the first time have a real image" and "impossible for a normal high street brands, this is an attractive attention excellent opportunity to force. "
EBay are learning to like Marmite and the HMV brand of a class, they use the spare High Street retail stores to open festival "temporary discount."
Marmite is a Food Brand, like many retailers, it has not been operating independently in the High Street stores. It is usually attached to other retailers, so it opened in London in Regent Street, two brands of food stores it into a new field.
Marmite's marketing manager, Norm? Butchart said the store has been open to the New Year, as the shop selling the brand for all products, it can be left to the customer's overall impression of the Marmite brand. He said customers are unlikely to see in the recent Marmite of the chain, but such a "temporary shop" approach can help them test customers for their response to the high street stores.
Other brands are also testing the retail market downturn, in order to determine the future development strategy. HMV in the UK accounted for 10 vacant stores. According to HMV Property Director Mark? Bowers's claim that those who currently appear to have good performance will continue to open stores down.
He believes that "the temporary store" model "is likely to become our future sales model," especially during the time near Christmas, because 40% of consumer demand throughout the year at that time produced. Registration fee through the Book Publishing also "temporary store" mode gain, using spare store in London at the same time period from Christmas to open two temporary stores.
Retail design agency Sheridan & Co has opened a London store to help its customers to test different models of retail design. Luxury luggage brand Moncrief will be the first in the agency's InsightStore open their own stores in the "temporary shop" company, Moncrief's chief executive Michael? Sheridan said: "Insight gives us creative space while being measured in a variety of tests within the control of the impact of the concept, so it does not divorced from reality. "
If the "temporary store" concept is indeed useful, then it will be improved to become more mature. Monocle magazine brands through 2008, the store opened in Marylebone After testing the concept, has opened in the High Street section of "temporary shop." Now it has begun to expand its retail plans, in many places the opening of new stores, including in Los Angeles.
Special agent twentyretail founder Richard? Darius Vassell believes that "the temporary store" is testing a new marketing concept is very good option when so-store to avoid long-term lease potential economic losses.
"From the perspective of the owners, the store never opened to the people who had shops are great risk." He added, "But the economic downturn are changing this view, the lessee would rather short-term rental business is not willing to store spare. "helped some even
Decoration So that the hirer can store business.
Darius Vassell said, there are more customers to his agents to seek "temporary shop" stores, while these customers were required to store more detailed look of the decoration. He believed that these "temporary store" unique "fun and excitement" will become popular and make consumers more reasons to visit.
Live & Breathe But Gray also warned: "The decision to open a 'temporary restaurant' it must be good reasons, not the marketing staff whim of the moment." He believes that a good "temporary shop" can be enhance a brand's bottom line, and even to create new business for the company's direction, the most successful "temporary shop" should be able to "add a new bright spot" can be the impact on the UK high street.
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