In a broader sense, demographic and technological factors are crucial since they have a significant influence on the decision of a French cosmetic firm to employ the pop-up store method. The study of demography examines how people are made up, including details on their age, gender, size, and job. The demographic backdrop and market growth might be made up by those working for the French cosmetics company. Large and diverse populations present both possibilities and difficulties for the business. When planning pop-ups, location is always crucial; lately, unexpected places that eschew standard mall set-ups have been popular alternatives (Fridel & Zimmerman, 2019). The demographic of French beauty brands is essential since it influences where and how a company should be located. The ideal location for a corporation may be determined using demographic factors. In situations like these, employees are placed throughout the store to give the appearance of samples while directing people toward a product. Due to its ideal location, the French cosmetics company benefits from increased client traffic.
The technology significantly affects the environment overall in the French beauty brand. Before spending money on any marketing initiatives, the company must analyze the adoption and spread of technology (Kang et al., 2022). The firm’s brand must know the level of technology adoption and user interfaces innovation in the area for its communications and marketing activities to be practical. By exploiting this technological environment and drawing in more clients, the French beauty business may be able to accomplish its goals and objectives. It appears to have become more immersive by utilizing a cutting-edge technical concept or marketing strategy, with French beauty brands striving to win back clients throughout the pandemic.
Customers and rival brands are two examples of the micro environmental factors that could impact the French cosmetics company. Competitors are rivals who conflict with the company over resources and market access. According to marketing theory, a business must exceed its rivals in terms of consumer satisfaction and value to prosper. French beauty brands must strive to gain an advantage over their rivals by strategically placing their goods in the market rather than just responding to the needs and desires of their target audience. Due to the epidemic, consumers are more likely to switch brands online and adopt new payment methods like online shopping and live streaming. In a competitive market, French beauty brands must use advanced technology to regain the attention of these consumers (Ahmed & Najmi, 2018). For a good and more memorable shopping experience that fosters brand affinity and consumer loyalty inside the French beauty brand, the goal is to provide more than just material goods. As the physical and digital worlds overlap, the pop-ups work to combine offline and online interactions for better client contact. The corporation may increase its profitability with the aid of a competitive edge.
Its customers most critically influence the French beauty brand’s microclimate. The target audience is supposed to be involved all over the service delivery network. The business may focus on the consumer, commercial, distributor, and international markets. Since it boosts sales and the company’s profits, providing excellent customer service is crucial. Regarding competitive differentiation, customer experience is on the cutting edge. We will not be able to create a unique luxury experience unless we encourage this difference. French beauty brands need to employ amiable, persuasive, polite, patient, and devoted people to maintain and well-serve their customers. Future consumer interactions between firms and customers will logically follow from retail entertainment (Tagliabue, 2021). The goal is to provide more than just material goods to create a better and more pleasurable shopping experience that boosts brand loyalty and patronage. Customer micro environmental factors are essential because they can help pop-up shops expand due to heavy foot traffic.
The macroeconomic environment influences corporate choices about things like investing and spending. Shops for French beauty brands make use of local environmental and demographic characteristics. Their success was aided by visitors’ flexibility to peruse the new spring collection, buy bagels, and customize products. Maintaining acceptable working conditions while producing more responsible recipes utilizing renewable ingredients and sustainable packaging is the goal (Kang et al., 2022). Utilizing technology may also help a French cosmetics company increase production, increasing sales. The likelihood of a product getting more clients might increase as technology develops. French cosmetic brand improves other retail entertainment options by tying physical and online activities together.
Customers and rival brands are important micro environmental factors that affect decisions made by French beauty brands. By providing a remarkable shopping experience at the pop-ups, brands can strengthen customer relationships while demonstrating to consumers why in-person shopping is still important. Since it can affect pop-up shops’ performance, a virtual consultation provider that provides customers personalized cosmetic recommendations and lives streaming with promotions is imperative (Tagliabue, 2021). French beauty brands must strive to gain a competitive advantage over competitors by carefully deciding how to position their products rather than just catering to the requirements and desires of their target market. Customers who are more likely to change brands online and follow new purchasing patterns like internet shopping must be won back by retailers. Decisions may increase sales, which would increase output.
Due to its retail cutting and innovative idea or marketing strategy, I choose the French cosmetics firm. The strategy helped sales at stores carrying French cosmetic brands. Merchants are vying to outdo one another to regain clients during the pandemic, and pop-ups seem to have become more immersive. It has been viable for the company to increase sales as more have popped up along Orchard Road over time (Ahmed & Najmi, 2018). The idea is that shops should act as meeting places where people may create memories and sensations via a challenging physical experience rather than just being somewhere to buy goods.
Additionally, when consumers adopt the new experiential elements and consider the relevance of these products in their lives, these efforts aid French beauty businesses in establishing better connections with customers over time. It attracts potential customers and product devotees in the short term. Companies must continue providing consumers with the highest level of value while successfully and clearly integrating their operations into their brand image to succeed over the long run.
Brands may be able to explain to consumers why in-person purchasing is still relevant while fostering their relationships with customers by offering a unique retail experience at the pop-ups. In order to accomplish its goals, the French beauty company must consider macro and micro environmental issues. Producing high-quality items is the first step in a business’s success, and the firm’s owners decide on this. French Cosmetics Company may boost sales by paying attention to both environmental conditions.
References
Ahmed, W., & Najmi, A. (2018). Developing and analyzing framework for understanding the effects of GSCM on green and economic performance: the perspective of a developing country. Management of Environmental Quality: An International Journal. https://www.emerald.com/insight/content/doi/10.1108/MEQ-11-2017-0140/full/html
Fridel, E. E., & Zimmerman, G. M. (2019). Putting homicide followed by suicide in context: Do macro‐environmental characteristics impact the odds of committing suicide after homicide? Criminology, 57(1), 34-73. https://onlinelibrary.wiley.com/doi/abs/10.1111/1745-9125.12195
Kang, S. H., Song, Y. W., & Yeom, J. W. (2022). External Environmental Analysis of Technical Systems for Establishing R&D Strategies. Asia-pacific Journal of Convergent Research Interchange (APJCRI), 235-244. http://fucos.or.kr/journal/APJCRI/Articles/v8n2/20.pdf
Tagliabue, E. (2021). Special Issue: Micro-and Macro-Environmental Factors in Solid Cancers. Cells 2021, 10, 247. https://www.mdpi.com/2073-4409/10/2/247/pdf?version=1611818117
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