Understanding PopUp Stores through Passion and Practice

<p>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.</p><p>This book guides readers through the 20-year evolution of pop-up stores, their integration into overarching brand strategies, and the practical ins and outs of pop-up store development, offline or online. Insights from over 90 recent case studies further illuminate the tools that need to be considered and guidelines to be followed for pop-up store success, including distribution, communications strategy, atmospheric design, budgeting, events, and legal considerations.</p><p>Brand managers, consultants, retail professionals, and retail marketing and management students will benefit from this engaging and reliable guide, learning that behind pop-up stores’ sparkly and ephemeral image lies the utmost attention to detail.</p>