Pop Up, ce mot qu’on entend partout est venu s’implanter dans le vocabulaire du monde de l’influence depuis quelques années maintenant. Mais quésaco ?
Un pop up store est un magasin éphémère. Ni plus ni moins. Une entreprise loue un local sur une période très courte, quelques jours, le temps d’un week-end, une semaine, un mois, parfois plus.
Alors pourquoi les marques utilisent ce concept plutôt que d’ouvrir une “vraie” boutique ?
Tout simplement car c’est l’originalité de ce concept: l’exclusivité d’avoir la marque en vente physique pendant un court temps. C’est ce qui le rend attrayant. L’idée d’opportunité sur le moment donné. Cela crée un fort engagement pour la marque, un engouement, une forte mise en lumière. Elle va attirer tous les fans de la marque désireux de voir les produits en vrai mais elle va aussi pouvoir conquérir de nouveaux clients. Les passants, les curieux intéressés par le côté éphémère de la boutique. “C’est le moment ou jamais d’aller découvrir cette marque et c’est une chance qu’elle ait choisi de s’installer dans ma ville” vont-ils se dire.
L’idée de génie supplémentaire de certaines marques ?
S’associer à des influenceuses pour utiliser leur notoriété et attirer leur audience. C’est la recette d’un succès assuré pour la marque. L’ouverture d’un pop up store est aussi une aubaine pour l’influenceuse puisqu’elle va pouvoir rencontrer sa communauté, continuer de la développer tout en travaillant.
La marque mise gros sur le nom et la notoriété de l’influenceuse choisie. Bien souvent le nom de celle ci est mis en avant dans la communication, dans la déco ou la devanture du Pop Up. C’est clairement là une énorme valeur ajoutée et un gros coup de pub.
Faisons un tour d’horizon des pop up store phares associés à une influenceuse ces derniers mois.
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- Noholita x Alexiane Bijoux
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La créatrice de bijoux made in italy Alexiane s’est associée à une des plus célèbre influenceuse Française en vogue du moment: Noholita, bientôt 1 million d’abonnés.
Elles ont créé en collaboration une collection entière de bijoux pour la marque et à cette occasion la marque a créé un pop up store 6 jours avant le lancement de la collection en ligne afin d’y vendre en avant première cette collaboration (ainsi que les autres collections propres à la marque évidemment.)
Celui ci a eu lieu fin Septembre / début Octobre
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- Noholita x Mon petit bikini
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La revoilà. Noholita adore associer son nom avec les marques de ses copines créatrices comme c’est le cas avec Audrey, créatrice de la marque de maillot de bain et accessoires de plage: Mon Petit Bikini.
Cela fait maintenant plusieurs collections que les deux créatrices travaillent ensemble pour sortir au moins une collection par an. Leur collaboration a tellement fonctionné qu’elles ont décidé cette année de carrément créer une marque de maillot qui appartient autant à Noholita qu’à Audrey: Nhlt Paris.
Mais voilà, avant ça les nombreuses collections de ses deux amies ont donné naissance à des pop up store.
La marque a déjà ouvert des pop up à Aix en Provence, Montpellier ou Paris par exemple.
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- Léna Situations x Jennyfer
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Surement le Pop Up le plus connu des ces dernières semaines. Celui ci a fait beaucoup de bruit puisqu’il est en partenariat avec la belle Léna Situations. L’influenceuse star depuis quelque temps déjà.
Celle ci travaille avec la marque DCM Jennyfer depuis plusieurs collections, marque qui a beaucoup de magasins propres dans toute la France déjà, mais pour la dernière ils ont voulu marquer le coup et pas n’importe comment!
Un Immense Pop Up au coeur de Paris où est vendu uniquement la collection en collaboration avec Léna
D’ailleurs, si la succes story de ce drôle de bout de femme avec cette marque, il faut le dire autrefois peu apprecié et à la mode, vous interpelle je ne peux que vous conseiller d’aller lire cet article
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Enfin il existe encore plus fort qu’un pop up store en collaboration avec une influenceuse: Le Pop Up Store de la marque de l’influenceuse. En effet, elles sont nombreuses à avoir profité de leur notoriété pour lancer et créer une marque. Certaines rencontrent plus de succès que d’autres, certaines ont plus de crédibilité que d’autres et certaines vont même jusqu’à donner naissance à un point physique le temps de quelques instants à leur bébé. Exemple avec 2 d’entre elles.
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- Chloé B,
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Je n’ai surement pas besoin de vous présenter la belle Chloé Bleinc, 933k abonnés sur instagram.
Après avoir lancé une marque de maillot de bain il y a quelques années qui n’a pas su perdurer dans le temps, Chloé ne s’est pas laissée abattre et a créé une marque de bijoux: Maison Dorée. D’abord décrié car cette dernière faisait la promotion des bijoux comme un partenariat classique sur ses réseaux, la vérité a finalement été révélé au grand jour et ce n’est peut être pas plus mal ainsi.
Depuis l’année dernière et donc pour la deuxième fois cette année Maison Dorée a ouvert un Pop Up Store Parisien durant quelques jours. Certes le nom de Chloé B n’était pas affiché au sein de la boutique mais cela n’était un secret pour personne. Celle ci était présente et travaillait au sein de la boutique telle une véritable entrepreneuse n’utilisant pas uniquement son nom et ses réseaux pour y faire la publicité. Maison Dorée c’est son bébé et elle compte bien le faire durer. Les Pop Up de ces deux dernieres années ont tellement bien marché que Chloé cherche un nouveau lieu, dans Marseille cette fois ci, sa ville pour y faire un nouveau Pop Up en cette fin d’année, la situation sanitaire le permettra-t-il ? Croisons les doigts pour elle !
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- Caroline de BeautéActive
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Caroline, 884k abonnés est une maman française comblée partie vivre en Espagne. Avec sa petite soeur elle a créé la marque de prêt-à-porter en ligne: Ivylista il y a maintenant quelques années.
C’est une Youtubeuse qui propose un pop up à la période de Noël depuis 3 ans maintenant. Elle se sert de celui ci pour créer du contenus, des vlogs qui rassemble des milliers de vus chaque année.
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