To capture consumers' love for limited merchandise, brands have launched a thirst marketing campaign and unique pop-up stores. By the short-term operation model, some brands are testing the market, and some are to increase the freshness and a sense of surprise of instant marketing.

Such non-long-term an indefinite time to present, someone describes the exhibition stores as guerrillas because most pop-up stores' business hours are not long, which subverts the previous mode of long-term stationed in a fixed location, so it can grasp the preferences of consumers through the rush to buy because of limited period.

Brands have always used pop-up stores as a tool to experiment with new models and tap new customer groups. Today, after the epidemic, this trend will further break out in both China and overseas markets. The regular opening of pop-up stores with different fashion and luxury brands themes will become a retail "new normal."

For example, Jewelry brand Alighieri has built a Florentine-style pop-up store in central London that sells jewelry while serving Italian food. Inspired by Italian holidays, founder Rosh Mahtani said she wanted to create a space "where people could see uncommon friends, admire jewelry, taste food and think about shopping plans after dinner."

Another case is "FENDI CAFFE by ANNIVERSAIRE," which will open again in Japan in 2021. it has been replaced with an orange rendering marble pattern for limited autumn and winter so that we can experience the fashionable life exclusive to FENDI CAFFE by ANNIVERSAIRE again.

Taste the little delicacies, even the full-fledged plates have the orange rendering marble pattern, and each piece is exquisite and intoxicating. The words or Logos of FENDI are carefully hidden above several of the meals, and even the details are not careless.

What can pop-up stores convey to consumers? We believe that is no longer just the satisfaction brought by the products. With different levels of pop-up models, brands are creating their styles so that brand value can affiliate to more beautiful things in people's life.