Browsing by Author "Sulzynska, Alexandra"
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- FashionDeli Lisbon Fashion Pop Up MarketPublication . Sulzynska, Alexandra; Oliveira, Fernando Jorge Matias SanchesThe state of the fashion industry is influenced by social behaviour, political decisions and economical changes. In the last few years, the fashion industry underwent substantial transformations with the digital revolution as one of the most significant changes. The online environment opened a window of opportunities for small and medium fashion businesses, which harnessed the power of e-tailing and social media. However, the research proves that physical sale constitutes 92 percent of the total sale and will only diminish to 75 percent in favour of the digital one. Thus, the digital world should be perceived as complimentary to the physical one, which form together a powerful omnichannel approach. Due to the experience economy and the fact that consumers can get anything they want over the internet, the function of physical retail spaces shifts from product-oriented to experience-oriented. The purpose of this project is to test whether curated fashion retail pop-up concepts can counterbalance the online overload of information and choice as well as win the customer engagement. In order to build a comprehensive background of the project a broad knowledge was collected from different fields that were believed to enrich the project: omnichannel, Instagram, customer behaviour, pop-up retail and branding models were extensively studied and followed a precise analysis of the local market. The knowledge and data formed a solid foundation and contributed to a creation of Fashion- Deli Lisbon Fashion Pop Up Market, a branded pop-up retail concept for emerging designers. The implementation of the project proved that temporary retail thanks to its experiential features attracts and engages customers, generates buzz and drives sales – an observation that may serve as an indication for emerging designers.