Major fashion companies have also suffered a sales crisis during the pandemic, and efforts to boost sales this summer still seem to be struggling. But so-called pop-up stores, a brand strategy designed to "go with the flow" with consumers, have worked.

Dior, Chanel, Loewe or Louis Vuitton are some of the big companies that have chosen to set up pop-up stores in strategic locations this summer, according to the report. The strategy is not new in the industry and is part of a "branding strategy," according to Teresa Perez del Castillo, a professor of fashion management and PhD in communication studies at the University of Bianueva in Spain.

"It's a way of positioning yourself to accompany consumers in a resort. Despite the boom in online sales, physical stores have not lost their value." Ms. Perez del Castillo said she believed that pop-up stores saved brands a lot of the investment they would have had to make for permanent outlets.

According to the report, so-called "pop-up shops" are a strategy to stimulate consumers' curiosity to find some new products. These stores are only open for a short period of time, encouraging consumers to take the opportunity to pick up some favorite products.

Perez del Castillo says the concept is not new, "it's been in the industry for a few years," and the intent is clear: Wherever customers go, they will accompany their lifestyle, "making them feel part of the brand and even co-creator," as such "pop-up shops" offer them the opportunity to customize their designs.

Maria Martin Montalvo, a professor of fashion business management at the University of Navarra in Spain, agreed with the established strategy to bring brands closer to the average consumer, as well as to their "more informal potential customers."

"There are a lot of people who go into these Spaces when they travel, but they don't have the courage to do that in big cities," he noted.

According to the report, various designer jewelry and furniture brands or international fashion houses will not miss the opportunity to show up at the iconic tourist destination with high purchasing power.

Mr. Montalvo noted that despite the digital push, luxury customers "have an experience they can't give up when buying face-to-face," which they can enjoy more easily while on vacation away from big cities.

On the beach, in the sun and in the right temperatures, Dior has opened a pop-up store on the Spanish island of Ibiza for the second year in a row, and is showcasing clothing and home products from the limited collection of its Dioriviera beach resort, the report said.

The report notes that Louis Vuitton has also chosen Ibiza as a summer destination, with its "pop-up" offering exclusive limited-edition bags with ibiza elements, in addition to its summer 2021 women's collection.

Chanel, for its part, has decided this summer to open a "pop-up" in a luxury hotel in Marvelia, on the Mediterranean coast, to showcase its Beach 2021 collection, the report said.