Pop-up retailing objectives and activities: A retrospective commentary

Gary Warnaby and Charlotte Shi

Journal of Global Fashion Marketing, 2019, vol. 10, issue 3, 275-285

Abstract: This paper provides a retrospective commentary on a paper, “Pop-up retailing: integrating objectives and activity stereotypes”. Drawing on both published work and our empirical research carried out subsequently, the paper considers developments relating to pop-up retailing in both industry practice and perceptions and the academic literature, to ascertain how this flexible and malleable concept might develop into the future. It begins by elaborating further understanding of the characteristics of the pop-up from the perspectives of practitioners, in temporal and experiential terms, before considering the broader interrelated strategic and spatial implications arising. The study here concludes by identifying avenues for further research, including: the nature of the potential interaction between pop-ups and other retail activities; the context(s) within which such interaction could occur; how it might be facilitated; and possible criteria for evaluating effectiveness.

Date: 2019
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DOI: 10.1080/20932685.2019.1613915

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