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by Lauren LaRose

Toronto, ON – Gwyneth Paltrow has carved out a following and digital presence with her lifestyles brand Goop — interest the Oscar winner is seeking to translate offline with a short-term storefront.

Paltrow recently celebrated the launch of the Goop pop-up shop in Los Angeles. The endeavour follows the well-trodden path of top-name brands, emerging designers and small-scale companies looking to generate attention and boost their profiles with limited-time showcases.

While pop-ups can be used for a variety of reasons, its primary purpose has been promotional, said Ken Wong, faculty member in the school of business at Queen’s University. He pointed to U.S. discount retailer Target which operated a pop-up north of the border ahead of its Canadian launch last year, a move he said was “extremely successful” in generating buzz.

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