Concept: Pop-up store

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For this last week of blogging, I’ll talk about a really nice concept: pop-up retails, better known as pop-up shops. They are ephemeral shop used in marketing as a good way of communication, but also attract curiosity of consumers toward the brand or launch a new product. More and more, companies create pop-up store, with most of the time a new way of payment, quite original. As pop-up store are different according to what the company try to do, I choose 2 different pop-up stores:  Daisy by Marc Jacobs, a pop-up tweet shop in New York during the last Fashion Week in February and The Generous Store, by the chocolatier Anthon Berg in Copenhagen.

Daisy Marc Jacobs

    

© LeBlogDeBetty

© LeBlogDeBetty

In order to promote his beauty collection, Marc Jacobs opened a very ephemeral (3 days) pop-up store. The particularity?: The payment!  Indeed, each article of the store was “sale” in return of tweets, instagram or Facebook post with the hashtag #mjdaisychain. What a brilliant idea!

Despite the fact that motivation of consumers to obtain MJ polish nail (for example) will increase a lot because it cost nothing (at least, no money), those kind of luxurious pop-up store, create also a social need as well as an experiential need. According to the  lifestyle and the image consumer wants to convey to other people, the consumer will go to the pop-up tweet store and share on Facebook/Twitter/Instagram the A-MA-ZING exprerience (s)he had! Holbrook and Hirschman (1982) said that in experiencial need consumption is “involving a steady flow of fantasies, feeling and fun”. Pop-up store create a special to make the consumer enjoy purchases.

The Generous Store

The Generous store, wanted to be differenciated from other pop-up store with a new concept (again!). Contrary to Marc Jacobs’s pop-up store, the idea was pay-with-a-treat and no pay-with-a-tweet. What a lovely store! Here is the video which explains a bit more the concept.

© Anthon Berg

                Because of the ephemerality of The Generous Store, Anthon Berg creates need recognition. People are curious, and want to participate to the experience. Chocolate are usually low involvement products but here, they allow to be generous, and, in my point of view, the need created can be identified in Maslow’s hierarchy of needs as a need of love/belonging. People usually like to be generous and also buy present for themselves. The Generous Store allows both. 

References: 

·         Consumer Psychology for Marketing 2^nd edition – Gordon R Foxall, Ronald E Goldsmith and Stephen Brown

·         Motivation and Personality  (1987)Abraham H. Maslow 

CHANEL, Coco Mademoiselle 2011

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Chanel likes to do short movies for its perfumes (between 2 and 3 minutes), to tell a story to introduce the perfume, especially with a muse to represent the perfume.  This time, for Coco Mademoiselle, it’s the British actress Keira Knightley.

A beautiful, independent and mischievous woman wake up, put some Coco Mademoiselle on her neck and ride a motorbike across Paris to meet a gentle photographer.

© CHANEL

In this ad, Keira Knightley represents a young and beautiful women but also provocative, strong and free (did you notice all the birds which represent freedom in this ad?). Chanel uses emotional appeal to convey an image. With sensuality – almost eroticism, the Coco Mademoiselle advertisement attracts attention. The face of Keira Knightley is present everywhere in the ad, not only the woman herself, but also thanks to photos. We can see posters with her face several times during the ad (on the bedside night, in the street and 5 or 6 time in the studio. Even when she is back to the photographer, there is a big poster with her face behind the photographer, and she is watching us). In this publicity, she is the centre of attention.

Chanel conveys an image of a strong woman, who seduces men but has the power to say no. And it suits with the image, the “spirit” of the perfume, and the target audience (young ladies over 15 or 16 and who consider themselves as “mademoiselle” – miss). Beauty and sensuality are used here to seduce consumers. Women will buy this perfume to have the sensation of being strong and attractive.

The perfume is present at the beginning and the end of the ad. At the beginning the bottle is close to Keira Knightley, on her bedside table and at the end, she puts the bottle in her suit, as if it’s something precious and a sensual accessory you keep with you all the day.

The music, the place and the mood are well chosen. Paris (Place de la Concorde and Place Vendôme) and the studio are shown as luxurious places modelled on Chanel image. The luminosity subdued and lights colours remind the bottle of the perfume. Also a jazzy and feminist song ("It's a Man's Man's Man's World" written by James Brown and performed by Joss Stone) goes along with the Coco Mademoiselle story.

To conclude, I’ll say the advertisement (realised by Joe Wright) is well done, even if it has been considered as sexually suggestive and too sensual in United Kingdom (cf. VOGUE article) for young children.  The advertisement creates a social and symbolic need in consumers. As Russel Belk (1988) said, we “regard our possessions as parts of ourselves” and when it’s time to choose a fragrance, women will choose one which is in harmony with their tastes and personality.

Videos

CHANEL: Coco Mademoiselle: The Film

CHANEL: Coco Mademoiselle: The Film 60" version

Credits

Announcer:  Chanel

Product: perfume

Realisator: Joe Wright

Music : It's a Man's Man's Man's World by James Brown performed by Joss Stone

Actor: Keira Knightley and Alberto Ammann

2011

References: 

·         Consumer Psychology for Marketing 2^nd edition – Gordon R Foxall, Ronald E Goldsmith and Stephen Brown

·         Marketing Communication, A European Perspective 4^th edition – Patrick De Pelsmacker, Maggie Geuens and Joeri Van den Bergh