Interim-stores? Pop-Up-Stores? Emerging and disappearing again? This is roughly how it takes place, not because of lacking success but as a part of a strategically planned and clearly defined test. These tests are often based on clearly communicated “Limited-Concepts”. Pop-Up stores are particularly applicable for fashion- and shoe-industries and interim-stores are best for all over industries.
For instance, Tommy Hilfiger opened a Pop-Up store in order to publically position its “Prep World”-collection and to embed the brand into the minds of its target group. The German “frontlineshop” realized several Pop-Up stores to brand differentiation and brand strengthening purposes in the long-term.