Is it worth investing in an online fashion pop-up store?

ABSTRACT The COVID-19 pandemic outbreak has also challenged fashion brands to offer (potential) customers new and exciting online brand experiences and buying options. This study compared the effectiveness of two types of online fashion stores: an online pop-up store versus the same brand’s web store, for a luxury brand (Louis Vuitton) and a mass-selling fashion brand (Nike). The effectiveness of the stores was measured by means of the following constructs: perceived brand experiences, social media buzz intentions, and buying intentions. Based on previous research on personality traits of fashion pop-up store visitors, we hypothesized that online pop-up stores would be more effective for customers with a high level of need for uniqueness (NFU). A sample of 212 female customers participated in our online experiment that had a between subjects-design. The results showed that customers who score relatively high on NFU are significantly more likely to buy from an online pop-up store. These customers also have superior brand experiences, and are more likely to share their experiences on social media, regardless of brand type. Overall, the results indicate that an online fashion pop-up store is significantly worth considering, especially for female customers who are looking for uniqueness.