Pop quiz: What do Marc Jacobs, Kanye West, and Lands’ End all have in common? Besides a razor sharp fashion sense, these brands have all jumped aboard the bandwagon of pop-up shops, the latest trend in customer engagement and interactivity.
These short-term stores are so named because they “pop-up” seemingly out of nowhere in previously vacant locations, and are gone just as suddenly after a short period of time, sometimes only a day or two.
The idea of a pop-up shop runs contrary to many concepts that....