Often described as the "hottest" retail phenomenon, ephemeral retail concerns the growth of pop-up stores as a new mode of retailing. These temporary stores are designed to "pop-up" without notice, quickly attract crowds, then disappear or morph into something else.
By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments.
Whether physical or virtual, heritage brand or start-up, pop-up stores are everywhere: this book provides the ‘why, what, and how’ for entrepreneurs and established brands to capitalize on this exciting format.