The Luxury Industry Is Turning to Pop-up Stores to Win Over Chinese Millennials

While Western consumers remain reluctant to shop in stores this year, pop-up experiences are thriving in the biggest retail market in the world. Global luxury brands such as Gucci, Burberry, Fendi and Bottega Veneta are all using pop-up stores to launch new concepts and show off their omnichannel capabilities in the China market. We take a look at some examples and observe why such pop-up stores are crucial to reach increasingly affluent Chinese Millennials — and why U.S. and foreign luxury brands need a China strategy to fuel growth during this decade. Fendi x Mr. Doodle for Chinese Valentines Day For Chinese Valentine’s Day this year (aka Qixi Festival, held on Aug. 25), Fendi launched pop-up stores in Beijing and Chengdu to celebrate its newest capsule collection, in partnership with Mr. Doodle. Also known as Sam Cox, Mr. Doodle is a British artist who is well-known for his doodles drawn with thick black markers. Along with these pop-up stores, Fendi also set up mini-cafés with tables and plates adorned with his graffiti.

Fendi’s new mini-cafés entice luxury consumers to linger longer. Courtesy of Fendi

Lastly, customers could also purchase items from the capsule collection through Fendi’s official WeChat mini-program store. China’s pervasive social media platform, WeChat, has

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