» Popup Retailing
“NOW you see it, now you don’t” could be the slogan for American retailing these days. Even some of the most mainstream brands, like Circuit City and Linens ’n Things, have shut their doors. But a trend called pop-up stores makes sudden disappearance part of the appeal. Pop-ups arrive unannounced in empty storefronts or public spaces and leave just as quickly. Their aim, says Eduardo Braniff of Imagination USA, which does “experiential” marketing, is to “intervene in a consumer’s life” and take people by surprise.
