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There was a time when the pop-up shop was considered a niche outreach approach for traveling indie merchants. Now, it’s a tried-and-true marketing strategy employed by major and burgeoning brands alike.
Pop-up retail has grown since the early 2000s into a go-to outreach tactic for brands looking to establish a presence outside of their more permanent storefronts. As 60% of younger consumers continue to crave more authentic and engaging experiences, according to an IBM report, brands like Nike and Glossier have shifted their focus from more traditional forms of advertising, like digital and OOH, to brand activations, which foster a more personal connection.
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