In China, Luxury Brands Turn to Pop-Up Stores to Offer Experiences and Build Their Brands with Younger Consumers

Executive Summary

Pop-up stores are one of the ways luxury brands can engage with China’s increasingly important millennial consumers.

• Luxury brands such as Chanel, Yves Saint Laurent (YSL), Hermès and Prada have opened pop-up stores to offer customers personalized experiences.
• These brands showcased limited edition products, created nostalgic experiences and offered product trials.
• Pop-up stores help these brands engage with millennial customers, who embrace newness and experience – and are also acquiring a taste for luxury at a younger age than in the West.