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

Coresight Research

Key Points

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.

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