Are exhibition events and pop-up shops the new black?

Are exhibition events and pop-up shops the new black?
An article by Crystal King (Founder of The Pamper Sessions)

We all know by now that in the worlds of beauty and fashion, the new trend or "must have" product that everyone suddenly has to purchase, can emerge as often as the rain in London! Sporadically and without warning! Often, brands who do not keep up with these trends get left in the dust and may as well call themselves vintage; as they are certainly no longer fresh in the eyes of the beauty junky and the fashionista; who make it their duty to keep up with and follow the latest trends! But beyond the products that we are selling, is this theory now also said to be true about the actual 'business' behind beauty? Is the increasing appeal of the trendy pop-up shop and the experiential exhibition event here to outshine that of the high street shop? Is it just no longer good enough to simply open up a store and stay put behind your counter, waiting for the customers to roll in?

Research would suggest that a big change has emerged in the business of selling and promoting beauty brands and products. Over the past 5 years the popularity and volume of attendance to beauty and well-being related exhibition events has been immense at centers such as the Excel London and Earls Court. Whereas the popularity of the high street store has been reported to be dwindled (and of course the online shopping craze has been a big factor alongside this)!

With a recorded 22,681 guests and 525 brands attending the last Olympia Beauty event in London in 2013; it is evident that there is a new beauty hungry crowd who desire nothing less than to shop till they drop and try before they buy, at a venue containing hundreds of brands all together under one roof! Emerging exhibition events like The Pamper Sessions expo have recorded long waiting lists of hopeful exhibitors, lining up to get an exhibition space for their brand within the event; many already with their own salons or mobile businesses, but still wanting to join in with the pop-up exhibition trend!

A healthy mixture of large and small businesses are both applying to exhibit at such events, so a conclusion can be made that this isn't just the case of freelancers wanting a place to sell! Established brands getting involved as both sponsors and exhibitors shows that there is a demand and necessity for these brands to get their products out there and noticed by the consumer, through methods that reach beyond the comfort of high street shelves.

So gone are the days when you could just set up shop and wait for the world to turn up at your doorstep! Extend your brand to a new audience today!

To find out more information and to apply to exhibit your brand at the next edition of The Pamper Sessions contact: ThePamperSessions@live.com
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