Marketing textbook, chapter 9

The Swedish fashion group Hennes & Mauritz installs pop-up stores at music festivals to strengthen brand loyalty in the direct environment of the target group.

The Swedish fashion group H&M uses the principle of pop-up stores and sells its „H&M Loves Music“ collection at festivals and open-air concerts worldwide via this type of sales outlet. For example, visitors to the Hurricane Festival 2014 were able to design their own textiles in an H&M pop-up store, get a professional make-up or a non-permanent tattoo in the „fresh'n'up area“, have photos taken and printed directly onto T-shirts in the „shoot'n'print area“ and buy the latest festival outfit in the „store area“. To complete the festival experience, guests could relax in the „H&M Loves Music Lounge“. This sales concept was also implemented in other countries, e.g. at the Afisha Picnic Music Festival 2014 in Moscow, the One Love Festival 2014 in Istanbul, the Roskilde Festival 2013, the Tomorrowland Festival 2013 in Boom, Belgium, and at other events in Montreal, Paris and other locations. In some cases, recycling campaigns are also included, where used clothing can be exchanged for new, sometimes individually designed pieces.

The distribution concept is combined with the promotion of up-and-coming artists or a festival sponsorship (see section 8.2.3.3). Depending on the design of a pop-up store, there can therefore be a close connection between brand communication and distribution, whereby in the case of H&M, the emotional festival experiences can also be transferred to the brand, thereby strengthening brand recall and brand loyalty.

Sources:

• http://www.youtube.com/watch?v=GPImOsig-QY (as at 27 June 2022).