PLM - ON-THE-FIELD EXPERIENCES
Temporary store of large-scale distribution:
PL become
BRANDS The growing importance of private labels over the last few years has intensified the development process and led brands to become true independent labels.
O
ften a privileged tool for corporate marketing strategies, temporary stores or pop-up stores are temporary points of sale, which are mainly set up in given periods of the year, like the holidays, or linked to specific company initiatives. The temporary nature of these stores becomes an opportunity to experiment targeted marketing operations, as well as for companies to implement original, counter-cultural and innovative choices aimed at raising brand awareness and strengthening consumers' bond with brands. Also the main players in large-scale distribution have extensively experimented with this format, as a true lab of innovation, by pushing and promoting private labels and taking them outside of conventional stores, thus giving life to a transformation process that, from private labels, has made brands fully-fledged brands.
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