Merch pop-ups reshape the concert experience
As concert merchandise pop-ups become a standard feature of major music tours, Ariana Grande鈥檚 Montreal shop drew thousands of fans seeking exclusive items and a shared experience.
Siddhanth Mookerjee, marketing professor at Bensadoun School of Retail Management, explains that these limited-time stores help artists build anticipation while strengthening fan communities. By requiring appointments and offering exclusive products, brands satisfy consumers鈥� desire for both belonging and uniqueness.
鈥淲hat you鈥檙e really doing is you鈥檙e trying to build a community of fans that care about the brand and the experience,鈥� Mookerjee said. The pop-up demonstrates how artists increasingly connect live entertainment, physical merchandise and experiential marketing.