The Rise Of Clothing "Temporary Shop" Fever

　　“临时店”的概念最近被越来越多的零售商采用，这些以前只从事在线销售的公司在高街利用这种方式希望能给顾客留下一个具体的印象。 

In Britain, "temporary shops" mushroomed everywhere, and all kinds of brands filled the empty shops on the high street near Christmas 2009.

But when consumers are beginning to get used to the brand expansion of original entity sales to temporary discount stores, for many retailers, this is the first time they have sold their products off the Internet.

Ebay is one of the leaders, and it has opened a temporary store in New York.

Nick Grey, general manager of Live&Breathe, a creative retail marketing agency, points out that this is not only "let eBay have a real image for the first time", but also "a brand that can not be seen on high street at any time." this is an excellent opportunity to attract attention.

EBay is learning brands like Marmite and HMV, which use the high street free retail stores to create holiday temporary discount stores.

Marmite is a food brand. Like many retailers, it has never operated retail stores in high street.

It is usually attached to other retailers, so its two floor food store in Regent Street in London has brought its brand into a whole new field.

Norm Buchalter, the marketing manager of Marmite, said that this shop has been open until the new year, and the store can sell all the products of the brand, so it can leave the overall impression of Marmite brand to customers.

Customers are unlikely to see Marmite's chain stores recently, he said, but such a temporary store can help them test their customers' response to high street stores.

Other brands are also exploring the decline in the retail market to identify future development strategies.

HMV occupies 10 spare stores in the UK.

According to Mark Bowers, director of HMV property, those stores that currently look good will continue to open.