news

In recent years, while the global physical retail industry has suffered a heavy blow, pop-up stores have sprung up like mushrooms after a rain. Faced with the increasing rents of prime locations, the rising pressure of sales performance and the fierce competition of online channels, luxury brands and retailers no longer blindly expand the scale of stores, but turn to explore efficient and flexible new retail models. With the characteristics of low cost, high efficiency and strong interactivity, pop-up stores have become the secret weapon for these brands to break the retail dilemma and explore new market opportunities. It is predicted that by 2025, the global pop-up store market will exceed 800 billion yuan. The new generation of consumers pursues quality and personalized experience more, and 78% of consumers are more inclined to pay for attractive experiences. With its unique offline experience advantages, pop-up stores have become an important bridge for brands to establish deep connections with consumers. Among them, there are both international brands such as LV and Dior, as well as domestic brands such as Li Ning, Anta, and Boshenwei.

It is understood that the location and layout of pop-up stores are showing a diversified trend, extending from traditional shopping malls to urban living blocks. For example, LV's "Hello, Shanghai" limited-time space was launched on the Suzhou River in Shanghai, and Burberry's limited-time boutique in Xingfuli, which integrated brand culture with urban style, became a beautiful landscape in the urban blocks. For Chinese high-end brands, high-end shopping malls are still an important position for pop-up stores. Recently, Chinese high-end clothing brand BOSSSUNWEN launched the "Swing to the Future Together" tennis cultural tour in Ziwei Port, Wangfujing, Foshan, Tianjin Hisense Plaza and other places, which is a successful offline flash practice.

At the event, BOSSSUNWEN brought a unique "Tennis Tour" and created an immersive tennis culture feast through a carefully designed offline space. Here, consumers can not only appreciate the latest tennis casual wear, but also participate in tennis interactive teaching and experience the charm of tennis firsthand. A "giant tennis" art installation set up on site was eye-catching, attracting a large number of players and fashion experts to check in, and widely circulated on social media. With the spontaneous check-in behavior of fans, the landmark aesthetic image and brand concept were conveyed in both directions.

BOSSSUNWEN was founded in 2002 and has been deeply involved in the high-end clothing market for more than 20 years. In recent years, it has made many achievements in brand innovation and cross-border cooperation. It has cooperated with ASES, China Aerospace, etc. This year, BOSSSUNWEN officially became the official cooperative brand of the Chinese Tennis Association to jointly promote the development of Chinese tennis. In particular, Chinese tennis shined in the Olympic Games, and the popularity of tennis has rapidly increased. BOSSSUNWEN took advantage of this tour to carry on the tennis craze, convey the spirit of tennis, lead a healthy and fashionable lifestyle, and shoulder the mission and responsibility of spreading Chinese tennis.

It is worth mentioning that through the layout of offline pop-up stores, BOSSSUNWEN not only strengthened the brand's association with tennis, but also successfully broke through the boundaries between leisure and business, extending from high-end business travel clothing to tennis clothing, continuing to expand in multiple tracks, and telling a good brand story. It can be seen that the creation of offline space has also become a necessary means for the fashion industry to deepen symbols. It can not only help brands quickly reach target consumer groups, create limited-time activities with new products as the core topic, and conduct precise market testing, but also through creative experience activities, the product content and concepts are presented to consumers after "experience" packaging, so that consumers' brand cognition becomes richer and consumers' emotional connection with the brand is deepened.

It is reported that this BOSSSUNWEN tennis culture tour effectively utilized the atrium space of the shopping mall in the city's core business district, bringing consumers surprise, fun and affinity with unexpected pop-up stores. In the future, BOSSSUNWEN will create more landmark aesthetic spaces in multiple city landmark areas and core shopping malls, and will condense the influence of tennis culture and fashion aesthetics through long-term brand symbol shaping, always adhere to the essence of products and services, and bring consumers a more high-quality and unique brand experience.