The Rise of Pop-Up Stores: A Case Study of SKIMS in Seoul

Introduction to Pop-Up Retail

Pop-up retail has emerged as one of the most innovative strategies for brands and retailers looking to engage consumers while minimizing long-term commitments. This retail model allows brands to create temporary spaces that showcase their products, strengthen their brand identity, and respond swiftly to changing consumer trends. The concept blends e-commerce with physical retail experience, offering a dynamic approach to customer engagement.

The allure of pop-up shops lies in their ability to create urgency and exclusivity. When a brand announces a pop-up location, it often generates buzz that traditional retail cannot achieve. This phenomenon is exemplified by the recent launch of SKIMS pop-up stores in Seoul, South Korea, in partnership with Handsome, a fashion corporation connected to the Hyundai Department Store Group.

Founded by Kim Kardashian and Jens Grede in 2019, SKIMS has quickly gained traction in the fashion world, expanding its audience through innovative shapewear designs and loungewear that emphasizes inclusivity. The decision to utilize pop-up stores aligns perfectly with xNomad's vision of making short-term retail more accessible for brands, amplifying their reach, and enhancing customer experiences.

• Flexibility in location and duration.
• Cost-effective way to test new markets.
• Opportunity for brands to create direct customer interactions.
• Ability to generate excitement and media coverage.

The SKIMS Concept: Design and Offerings

The pop-up stores opened from November 21 to December 31, 2025, strategically placed in key locations such as TOMG Seongsu and The Hyundai Seoul. These locations were chosen for their high foot traffic and brand visibility, pivotal factors in pop-up success. The setup includes a meticulously designed space that resonates with SKIMS' aesthetics—soft tones, cable knit-inspired elements, and a highly curated selection of products.

For the holiday season, SKIMS introduced an array of new products, including the much-anticipated 2025 Holiday Collection that features over 120 items. This approach diversifies offerings and caters to both loyal customers and first-time visitors, identifying the potential for increased sales during the peak shopping season. The emphasis on holiday-centric designs creates additional incentives for consumers to visit the pop-up stores.

Notable items from this collection include:

• Flannel sleep set, priced at 195,000 won.
• Snow Bunny cable knit shrunken hoodie, priced at 215,000 won.
• Matching cable knit pants, priced at 195,000 won.
• Bestsellers like the Fits Everybody long-sleeve t-shirt at 110,000 won.

>This blend of new and bestselling products ensures that there is something for everyone, catering to various tastes and budgets.

The Strategic Importance of Location

Location plays a critical role in the effectiveness of pop-up stores. For SKIMS, Seoul was a calculated choice to tap into a market that is rapidly embracing international fashion brands. The integration of pop-up stores into high-traffic shopping areas not only enhances brand exposure but also increases footfall driven by curiosity and limited-time offerings. Both TOMG Seongsu and The Hyundai Seoul represent a convergence of shopping, leisure, and cultural engagement, making them ideal spots for a brand aiming to establish deeper connections with consumers.

By offering a tailored retail experience, SKIMS not only strengthens its brand presence in South Korea but also heightens consumer anticipation around global style trends. The pop-up model breaks traditional barriers by inviting commerce directly into consumers' lifestyles, redefining how customers interact with brands.

Moreover, collaboration with local partners like Handsome showcases strategic alliances that enhance market entry. Handsome aims to curate a varied selection of international fashion brands, demonstrating an understanding of the evolving preferences of South Korean shoppers. This strategic partnership is essential for ensuring that international brands like SKIMS are introduced into domestic markets with a well-informed approach, maximizing their chances of success.

• High visibility in key shopping districts.
• Direct access to target consumer demographics.
• Enhanced brand exposure and recognition.
• Benefit from synergy provided by local partners.

Customer Engagement and Experience

Engagement is paramount in the world of pop-up retail. SKIMS has taken significant steps to create an immersive experience that resonates with both existing and potential customers. Each popup is designed to reflect the brand's identity, inviting visitors to discover not just products, but a lifestyle. By focusing on aesthetic appeal and interactive elements, these pop-up stores foster a sense of community, encouraging shoppers to share their experiences on social media.

The significance of social media cannot be understated in today's retail environment. The curated nature of the SKIMS pop-up is positioned to become an Instagram-worthy destination, further amplifying its reach through user-generated content. The interplay between physical pop-up and digital engagement is where brands can truly flourish, as consumers share their experiences online, effectively becoming brand ambassadors.

Moreover, the aware business model at play here—incorporating elements of “Retail-as-a-Service” (RaaS)—enables brands to scale and adapt marketing efforts based on real-time feedback, making iterative changes to meet consumer needs. By offering a seamless integration of physical space and digital strategy, SKIMS leverages these pop-ups as platforms for deeper brand engagement.

• Enhancing immersive experiences with tailored designs.
• Creating shareable moments for social media users.
• Encouraging direct interaction with products and brand representatives.
• Gathering real-time consumer feedback to guide decision-making.

Market Trends and Future Implications

The trend of pop-up stores is rapidly growing, with international brands continuously seeking new ways to enter foreign markets. The SKIMS case in Seoul exemplifies how brands can strategically approach growth during shifting market dynamics. E-commerce has transformed the retail landscape, yet the need for tangible engagement remains critical.

Moving forward, brands must recognize that pop-up stores offer unique insights into consumer behavior, preferences, and market needs. This can allow brands to create hyper-targeted marketing strategies while also experimenting with product launches and consumer feedback loops. The ability to pivot quickly based on direct consumer interaction is invaluable, particularly in a world where consumer preferences can change overnight.

With the holiday shopping season approaching, the relevance of pop-up stores becomes even more pronounced. Seasonal offerings combined with exclusivity often spur higher sales and brand loyalty. Brands like SKIMS can benefit greatly from this approach, creating seasons of excitement that drive consumer engagement in multidimensional ways.

• Pop-up stores support strategic market entry.
• Consumer behavior insights guide targeted marketing.
• Innovation in product launches can lead to increased sales.
• Creating seasonal relevance heightens brand loyalty.

Conclusion: The Evolving Landscape of Retail

The launch of SKIMS' pop-up stores in Seoul serves as a prime illustration of how effective strategic partnerships and temporary retail experiences can enhance brand visibility and customer engagement. As brands increasingly turn to pop-up retail as a viable solution to expand their markets and test new waters, xNomad stands ready to facilitate these connections.

The retail landscape continues to evolve, and understanding the intersection of digital and physical spaces is crucial for success. As XNomad champions the notion of Retail-as-a-Service, it supports brands in adapting to contemporary consumer trends—making retail experiences as flexible as hotel booking.

As brands leverage insights gained from temporary spaces, the opportunities for growth and engagement will only continue to expand. The future of retail is undoubtedly intertwined with the pop-up model, inviting brands and consumers alike to rethink their relationship with shopping and experiences.

For brands seeking to explore similar opportunities around the globe, xNomad’s marketplace offers a comprehensive selection of verified pop-up stores and short-term spaces, making it easy for entrepreneurs and retailers to connect and thrive.