At the height of the recession, brands looking to drive sales through buzz further embraced the pop-up and experiential concept, attracted to both the novelty factor and cost-effective real estate. However, with the novelty gone, brands with the equity and creative impetus still find the concept promotionally effective for long-term brand-building.
Piperlime, a Gap e-commerce footwear property, launched its first pop-up shop on September 8, around New York City's Fashion's Night Out event, scheduled for September 10. On the ...