American apparel brand SKIMS is all set to host a summer pop-up shop at New York City’s Rockefeller Center. Open through May 29, 2023, the activation is the Kim Kardashian-founded brand’s fourth such event and will sell items such as swimwear, cotton t-shirts and underwear packs.

We look at YouGov data to see what consumers feel about such activations.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - when it comes to ways in which brands engage with customers, 8% of the general US population like pop-up shops.

Profiles data shows that 54% of SKIMS’ current customers or those who would consider buying from the brand (i.e, SKIMS’ audience) say that they are “always aware of what pop-up events are near [them].” This group is also more likely than the general US population (28%) to agree with the statement.

Further, 57% of SKIMS’ audience agree with the statement that “pop-up events are just expensive Instagram opportunities.” Nearly half (47%) of the general US population agrees as well. 

Finally, SKIMS’ audience is also more likely than the general population to agree with the statement that “pop-up events are a waste of time” (44% vs. 35%). Conversely, 40% of SKIMS’ audience and 31% of the general population disagree with the statement.

Explore our living data - for free

Discover more retail content here

Want to run your own research? Run a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Viktor Forgacs on Unsplash

Subscribe to your sector newsletter