A brief comment (from a recent RetailWire discussion) follows, on the subject of pop-up stores. What started as a risk-averse strategy to use empty space during the recession is now part of the location-strategy and branding landscape:
The pop-up store may have started as a response to vacant space, but it has evolved into a legitimate strategy. It allows brands to test new design concepts and merchandising strategies without the commitment of a long-term lease — and it provides a laboratory of results that can be rolled out to other stores. And, as the article points out, it’s a great way to create “buzz,” along the same lines as the short-duration designer goods inside Target, H&M and Kohl’s recently.