PopUp Republic

The Ideal Pop-Up Customer Why You Should Target Millennials

As with every business, the “target customer” can primarily be determined by three factors: your location, the products or services you are providing, and the demand for those products or services. For instance, one of our PopUp Republic clients is a Miami-based women’s swimsuit designer who opened pop-up shops around the country (primarily in New York City) to promote her brand. This is a specific niche product that has a distinct target customer—females. Breaking it down one step further, in New York City, people only swim outdoors during the spring and summer months. So, unless the brand had a retail or pop-up presence in Miami, where it’s based, or on the West Coast, where people swim outdoors year-round, the chances are that they were going to have to develop additional products or sell predominantly online to account for weather conditions and seasonality in their target markets.

Despite the customization needed to determine the targeted customers for the various types of pop-up concepts that exist, there is one very attractive group that is applicable to every type of brand across the board, no matter what’s being sold or offered: Millennials. By definition, a Millennial is someone like me—born between 1980 and 2000 who is young (and naïve) enough to not know everything, but smart enough to significantly influence the way in which brands produce and promote their products and services.

We are seeing a significant ...