Minor guided project

Research proposal
10/24/2011

Anil Kumar M.des (Semester- 3)

POP UP RETAIL CONCEPT

Keywords: - Retail space, Temporary stores, entertainment and surprise economy

out quickly. It gives a chance to the company to test their product in the market. In the today scenario where the products life cycle is small and it changes according to the season. In this

INTRODUCTION

way pop up retail stores are helpful to understand the consumers. It gives a sense of novelty and urgency among the customers and anything that surprises the consumer and if available for short duration will create

Retail design is a creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space. Retail design is primarily a specialized practice of architecture and interior design. it also incorporates

excitements among the consumers. It is showing a greater need of flexibility in the retail market.

elements of interior decoration, industrial design, graphic design, ergonomics, and advertising. Retail design is a very specialized discipline due to the heavy demands placed on retail space. Malls are becoming an important space for the retail. Where different companies sell their products within a particular space. It is like all competitors under a single roof. New experiments in the retail formant are the result of the competition in the retail sector.

Pop up retail stores are the retail wave of the future. It is a new experiment marketing format indented to engage consumers. This new concept challenges the old traditional concept of the marketing and open a new opportunities for the retail business to look forward. It gives a new creative way to experiment with space and allow converting according to your

Temporary (kiosk) and permanent retail shops are the two main types of retail formants in the mall. Temporary retail stores also called as pop up retail. A pop up retailing is a growing retail trend and innovative marketing concept, under this concept retailer use unique

requirement.

STATEMENT OF THE PROBLEM

Indian organised retail sector contributing only 6% out of 100%. Inappropriate designs of format. temporary retail

locations away from the traditional markets and disappears at the same pace within a few days or it can be a weak. The concept is really helpful for the young designer to showcase their talent.

PURPOSE OF THE STUDY

The pop up retail stores are the temporary store which is used by the different companies to promotes there product. It is a national high end retailer who comes into the market for a day or a week in a high demographic location to create some marketing buzz and brand awareness about particular that they want sell

More experimentation in required in temporary retail format which is helpful to redesign a mall environment. Proving platform to the young designer.

LITERATURE REVIEW

The pop up retail store have been around since the soukh. A soukh is the market place in the Muslim countries. It is the weekly market in some smaller towns. Historically, souks were held outside of cities in the location where a caravan loaded with goods would stop and merchants would display their goods for sale. The rate at which consumer trend is changing. It create question in the mind that how to up to date in the market and create excitement. Pop up stores concept were popularise during recession period people start consuming less which effects the sales of the product.. It is becoming popular during recession time in England. Where people realised that opening store in the mall is costly and you have to pay extra amount to landlord. Instead of paying more they use vacant spaces and reuse them in new way and add value in that. During recession only people understand the meaning

The pop up retail stores are the temporary store which is used by the different companies to promotes there product. It is a national high end retailer who comes into the market for a day or a week in a high demographic location to create some marketing buzz and brand awareness about particular that they want sell out quickly. It gives a chance to the company to test their product in the market. In the today scenario where the products life cycle is small and it changes according to the season. In this way pop up retail stores are helpful to understand the consumers. It gives a sense of novelty and urgency among the customers and anything that surprises the consumer and if available for short duration will create

excitements among the consumers. It is showing a greater need of flexibility in the retail market.

Pop up retail stores are the retail wave of the future. It is a new experiment marketing format indented to engage consumers. This new concept challenges the old traditional concept of the marketing and open a new opportunities for the retail business to look forward. It gives a new creative way to experiment with space and allow converting Pop up according retail to your are

of reuse. How they can utilised waste space which is of no use and create attractive store. It gives platform to the young designers to show their creativity. Lot of companies are using this concept to promote their product over a time. For example gap, jc penny and Target were the first retailer to start this concept by introducing Isaac Mizrahi's women collection. Target opened a 1,500 sq ft pop up store at Rockefeller Centre in New York in 2003. This new concept challenges the old traditional concept of the marketing and open a new opportunities for the retail business to move forward. It gives a new creative way to experiment and helpful to converted any kind of the space according to your requirement.

requirement.

concept

properly fit with entertainment, experience and surprise economy. It is a 21 century shopping format. In the today scenario the meaning of shopping is change. Now a day it is not just business of buying or selling product. It is to give new experience and environment to the consumer which they enjoy.

India has witnessed a frenetic pace of retail development over the past five years.

attract consumer retailers are in a mode of Experimentation and trying several formats which are essentially the representation of retailing concepts to fit into the consumer Mind space.

Goldman Sachs has estimated that the Indian Economic growth could actually exceed that of China by 2015 but the Indian government does not recognize retail as an industry. Estimated 400 million shoppers and growing organised Indian retailers target population Is larger than that of the entire United States.

There are a lot of opportunities in the retail industry but still it is not efficiently utilised. High priced organised retail still not able to attract

In India 98% of the retail sector consists of counter-stores and street-vendors.one with no large players, inadequate infrastructure and a small affording population that believed in saving rather than spending, Indian retail never attracted the interest of large

more consumers because People of India still believe in the unorganised retailing.

Unorganised retailing is the big threat for the mall culture in India and pop up retail stores can be act as an important tool to attract consumers. Now Indian consumers undergo remarkable transformation because of

corporations. As of 2005 retail contributed 39% of Indias GDP, but even with this, the percentage of retail in the organized sector is only a measly 6%. In 2006 Annual growth rate of Indian retail sector is USD 320 billion and only Wal-Mart has USD 315. There are more than 60 lakh retailers in the country. One retailer for every 200 people. Retail stores alone employ estimated 8% of working

exposure to the shopping culture of west. Urbanisation spreads beyond the major cities and converts local population from net saver to net spenders. But still the impact of

unorganised retail sector is there. Unorganised retail sector is approximately 4% of the US retail industry. Absence of regulation in this sector made it largely over supplied sector but the market mantra of unorganised retail which makes it first choice is the convenience.

population in the country. They generate 13.5 trillion of consumers spending. Consumer class in India is estimated 400 million people and 50% of population are below the age of 24. 10 to 15 years ago Mera number kab aayega was the thinking of Indian because for everything they have to wait. But Consumers of today are called aspiring Indians. Indias population has more young population. Call centres and other avenues of employment opening up that cater to students in college and schools. As a result they are ready to spend most, if not all of their income on apparel, accessories, and electronics. To

Organised and unorganised retail both form of the business cater to different preferences. Wal mart huge hypermarket not fit in crowed cities like shanghai where land is so scare. In India where market places are mostly crowed. Unorganised retail format easily fit in this suitation but there is increase in the number of shopping malls in India. In 1999 India had only 3 malls, in 2006 137 shopping malls and in 2008 479 malls.

Unorganised retail stores instead of treated as a problem it has to be treated as opportunities and pop up retail can play important role. Pop up stores are the retail wave of the future. It is also called bricks, clicks, and quicks because it is easily dismantle. It is becoming a standard tool for marketing. To promote new product and make customers ready to adapt their new product pop up retail is the innovative concept.

HYPOTHESIS More experimentation with the temporary retail formant will helpful to increase the sale.

REFERENCES

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