For Latinx-Owned Brands, Pop-Up Shops Aren't Just Convenient—They're a Lifeline

Hija De Tu Madre and Mija Cultura are using the marketing tactic to bridge culture and community

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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.

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This story first appeared in the May 16, 2022 issue of Adweek magazine. Click here to subscribe.