Pop-up stores are certainly not a new idea. They’ve pretty much been around for the past decade, or so, especially during festivals, the opening of restaurants and small eateries, specialty boutiques, and sales events like fashion trunk shows. These days, they’ve become a way for retailers to experiment with new types of products and, in the process, tell their brand story in a highly experiential, memorable way.
Traditionally, the pop-up store phenomenon has been the domain of digitally native brands looking to dip their toes in the physical retail world. Beyond digitally native direct-to-consumer startups, we are now starting to see pop-ups become a staple for all types of retailers, including such mass-market brands as Amazon, Calvin Klein, and Macy’s. Pop-ups generate excitement and a sense of urgency, but more importantly, retailers don’t have to sign long leases or purchase expensive corners in shopping malls to promote and sell their products. They are especially a wise investment for brand new startups who want to test the water without having to pay exorbitant rents for a full-time store.