EVENTS AS A COMMUNICATION STRATEGY. ORGANIZATION OF A POP-UP STORE: IT¿S LAVA, AGOSTO STUDIO AND INSOMNIA STUDIO
Abstract
This paper focuses on the study of pop-up shops as an effective communication strategy for brands in today's market. The study analyses how these ephemeral events, characterised by their temporality and exclusivity, generate a significant impact on the visibility and success of brands. Theoretical and practical aspects of event organisation are addressed, highlighting the pre-event, day-of-event and post-event phases. In addition, the paper examines the relationship between events and brand communication, presenting a practical model of a pop-up shop organised by the brand It's Lava in collaboration with Agosto Studio and Insomnia Studio, all promoting sustainable and local fashion consumption.
Description
Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Leyre De Cepeda Aparicio
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- Trabajos Fin de Grado [8296]
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