How to Create a Pop-Up Shop

by Emili Vesilind

Modern retailers are using ephemeral shops as labs for the deluge of new technologies driving retailing. But pop-ups can also be meaningful test sites for future brick-and-mortar locations and can be the perfect place to introduce new product lines and collections. Still, driving sales and drumming up excitement around a brand certainly make the concept worth considering. “There’s something so fun and different about a temporary store,” notes Ashley Fidel, senior manager of business development and partnerships for New York City retailer BaubleBar, which has hosted numerous pop-ups. “It’s just a great way to bring in traffic.”

Planning for a pop-up? Here are a handful of considerations for your strategy notes.

Create clear goals.

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