Beschreibung:
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<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>The purpose of this paper is to explore the influence of brand interaction in pop-up shops on consumers’ perceptions of luxury fashion retailers.</jats:p>
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<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>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.</jats:p>
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<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>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.</jats:p>
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<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This 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.</jats:p>
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