Pop-up as a Tool for Promoting a Fashion Brand

Student: Elizaveta Aytova

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2024

The aim of this paper was to explore how pop-up stores set up in shopping centers influence brand perception by the Russian consumer. For this purpose, a mixed exploratory research was conducted in three stages: in the first qualitative stage, expert interviews were conducted; in the qualitative stage, audience interviews were conducted; and in the third stage, a survey of fashion brand audiences was conducted. As a result of the research it was revealed that the Russian format of pop-up stores is perceived by the audience as less unique than the international one. It was also revealed that the Russian format does not stimulate word of mouth and the intention to purchase the brand's goods.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses