A Study on the Use of Pop-Up Stores in the Fashion Industry According to Urban Hierarchy

Pop-up stores have emerged as a popular marketing strategy in recent years, with demand surging following the relaxation of regulations implemented during the COVID-19 pandemic.However, existing studies on pop-up stores have primarily focused on their spatial design and experiential aspects.Therefore, multidimensional research is required to increase the utilization rate of pop-up stores.In particular, there is also a need for studies on location selection.Therefore, this study aims to analyze the accessibility and recognizability of pop-up stores based on urban hierarchy and investigate their realworld usage to provide fundamental data for their initial planning.By comparing and analyzing quantitative analysis results of pop-up stores based on urban hierarchy and their actual usage, this study provides insights for future pop-up store designs.The analysis assessed accessibility and recognizability through space syntax, using an axial map within a 1 km and 5 km radius centered on Seongsu Station.The main findings are as follows.1) Pop-up stores located more than 1 km from Seongsu Station exhibited low accessibility and recognizability, hindering their utilization.2) Stores near Seongsu Station had relatively high usage rates due to greater visitor accessibility.3) Some pop-up stores were found to have low local integration, making them less recognizable, which limited their overall usage.4) Stores with high accessibility and recognizability reported longer dwell times and a higher intention of customers to return, confirming a significant correlation between space syntax analysis and actual usage.5) Human traffic within a 1 km radius of Seongsu Station was easily accessible, but a strategic plan to enhance recognizability became essential when the distance exceeded this range.This study offers practical implications for future pop-up stores by quantitatively analyzing their accessibility and recognizability based on urban hierarchy and comparing the findings with actual usage data.However, there are limitations related to the research methods and scope, highlighting the need for follow-up studies to address these issues.