瞎逛文創品牌快閃店 / Wandering Around a Pop-Up Lifestyle Brand Store

快閃店行銷越來越瘋狂，幾乎在知名百貨商場、文創園區或行人徒步區，都有可能看到各種快閃店，或許是傳統營運模式越來越不管用、新世代的年輕人已經躍為主流消費族群，或是能迅速聚焦媒體與社群的關注，然而，逛逛快閃店，不失為一個認識流行趨勢的好方法，可以知道現在的年輕人喜歡甚麼、在玩甚麼，如何社交互動。

這間設在文創園區的快閃店，位於一個很顯眼的角落，但是文創品牌是我聽都沒聽過的，Second Morning是一個韓國的文創品牌，主旋律是「在日常中尋找第二個早晨的幸福感」，將簡單的日常物品像是水果、蔬菜、動物等轉化為充滿溫度的生活夥伴，透過一系列擬人化的角色，表達著對日常生活中微小幸福和悠閒的追求，我真的覺得這些文創品牌都很會說故事。

其實，逛這間快閃店的人不少，我是真的沒聽過這品牌，身邊也沒有朋友提過這品牌，想當然耳，我無法和販賣的商品起共鳴，店家推薦的商品有能重複使用的積木萬年曆，能透過可愛的積木的重新排列組合，打造個人專屬的萬年曆，我第一眼看到，也覺得蠻新奇的，應該很多年輕人會喜歡，不過，我已經習慣使用Google日歷來管理我的行程，沒有那種閒情逸致玩積木。

就像我一開始提到的，快閃店是許多品牌拿來「試水溫」的行銷方式，順便測試產品接受度與市場反應，我是搞不懂為何店內的顧客不少，可能這品牌真的很紅？或是販賣的商品很便宜？依照我對時事的敏感度，這個品牌好像沒甚麼新聞曝光，文創品牌的競爭其實非常激烈，文創商品的同質性又很高，我猜，這品牌可能不久之後，就會消失在台灣市場上了。

Pop-up store marketing is getting more and more intense. You can find pop-ups almost anywhere now from well-known department stores and cultural parks to pedestrian shopping areas. Maybe it’s because the traditional retail model isn’t working as well anymore, or maybe it's because the younger generation has become the main consumer group. Or maybe it's just that pop-ups are great at grabbing attention from the media and social platforms. Either way, checking out these stores is a fun way to stay in touch with current trends, what young people like, what they’re into, and how they socialize.

I recently came across a pop-up store located in a cultural park, set up at a pretty eye-catching corner. I had never heard of the brand before. It’s called Second Morning, a Korean lifestyle brand. Their main theme is “finding happiness in a second morning”, and they turn everyday things like fruits, veggies, and animals into warm, lovable characters. Through these cute, personified designs, the brand tries to express the idea of enjoying small moments in life. Honestly, I think a lot of these lifestyle brands are really good at storytelling.

Surprisingly, there were quite a few people browsing inside. I’d never heard of this brand, and none of my friends had mentioned it either. Naturally, I couldn’t really connect with the products. One of the items the staff was recommending was a reusable block calendar — kind of like a build-your-own perpetual calendar made of cute blocks you can rearrange. It was definitely creative and eye-catching, and I can see why it might appeal to younger people. But personally, I’m used to managing my schedule with Google Calendar, and I don’t really have the time or patience to play around with calendar blocks.

Like I mentioned earlier, pop-up shops are often used by brands to “test the waters” — to see how well their products are received and how the market reacts. I honestly don’t understand why there were so many customers inside. Maybe the brand is actually popular? Or maybe their products are super affordable? From what I can tell, though, the brand doesn’t have much media exposure, and the lifestyle market is already super competitive. A lot of these brands kind of feel the same, and honestly, I wouldn’t be surprised if Second Morning quietly fades out of the Taiwan market in the near future.

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