Guidelines pop-up stores

In this third part of the pop-up store guide , we will reveal the best practices in the creation of your ephemeral store .

Steps to a successful pop-up store

Dans les étapes pour réussir un pop up store, nous retrouvons en tête de liste la définition de l’objectif. Dans quel but je souhaite créer un magasin éphémère ? L’objectif ne doit jamais être perdu de vue pendant tout le processus de création de la boutique. Cela peut être la promotion d’une nouveauté, la recherche de notoriété, un coup de communication… Après cette étape, il sera plus simple de rechercher un lieu qui correspond à la marque. Ensuite, toujours avec l’objectif en tête, il faudra organiser le pop-up store avec des expériences, l’aménager, recréer l’univers de la marque. La boutique éphémère est un média qui va faire passer un message.   

When is the best timing to organize pop-up store ?

In connection with the brand's objectives, it is important to ask yourself when to organize a pop-up store ? What time of year is relevant for my brand to open a pop-up store? There is obviously not only one answer to this question since everything depends on the final goal of the ephemeral store. We are experiencing very intense periods for traditional trade. The period of Christmas gifts, from mid-November. The beginning of the beautiful days, from the beginning of June. But also Fashion Week.

These intense periods nevertheless have the defect of making the rental higher. The awareness of your brand, its offer and the final objective will define the ideal period for the launch of your pop-up store.

Where is the best location to organize Pop-Up shop ?

When setting up your pop-up operation , the choice of location for your pop-up store is important. The city of Paris and its different neighborhood atmospheres (Le Marais, Batignolles, St Germain des Prés...) have already been followers since the 2000s of the creation of ephemeral stores. The inhabitants are used to these ephemeral concepts.

However, the pop-up store is not exclusively reserved for the capital, quite the contrary. Cities such as Lyon, Marseille, Bordeaux or Nantes are very interesting in terms of impact on notoriety and return on investment.

But then how to choose? It all depends on your brand. It will be a question of being consistent with its objectives and its target. A pop-up store on a busy street is not an end in itself. Look and analyze the traffic in question, does it correspond to your brand and its target? Better a location with a little less traffic but with a consistent clientele than the reverse. Moreover, it is relevant for your budget, a busy street will be more expensive than a less busy street.

Be curious, stroll around the neighborhood and soak up the atmosphere! Go to the surrounding stores, question the merchants, look at the behavior of their customers. In the meantime, find our guide to Parisian districts and cities in France.

• Dans quel quartier de Paris ? Marais, St Germain des Prés, Batignolles, Montorgueil, Montmartre
• In wich city of France ? Marseille, Paris, Lyon, Lille, Bordeaux, Toulouse, Nantes

Calculating the price and profitability of the pop-up store

To support you in your approach and in the opening of your shop, we have created an excel document . This will help you quickly estimate your costs and profits to assess the potential profitability of your ephemeral operation , taking into account your expenditure centers and your turnover estimates.

In addition to the resulting financial result, there are other benefits, in terms of notoriety, loyalty, customer knowledge, etc., which should be measured with specific metrics. Our team is available to help you assess all the returns on investment related to your operation.