Pop-Up Retail: Fad for the Fabulous?

So, I am sitting at my desk the other day when this interesting inquiry comes across my email. I work in the wholesale gift industry, so my clients are retailers (of all sizes) throughout North America. This particular & prospective client was soliciting me, which I found very interesting. They had put together a unique retail concept and were pitching it to vendors who wanted to participate. Normally the shoe was on the other foot, so I was automatically intrigued.

I came to find out that this particular retail concept was not their idea specifically, but an up and coming trend in the retail world, as trendwatching.com is quick to point out, called “Pop-Up Retail.” Think PlayStation® Experience Truck, but temporarily parked and transformed into a fabulous retail space in Soho NY or on Melrose for 9-12 weeks and then POOF! Gone…

From a marketing perspective this new concept is a great way to create a buzz, about the store brand, or the products within. However, the question remains, is this a marketing strategy reserved only for those with deep pockets, or is this something anyone can do successfully? The exorbitant cost of rent for a downtown NYC or LA retail space, combined with what must be a massive budget for PR to generate foot traffic during such a short time span, certainly defies most independent retail budgets. And, the pure work that is involved in finding a space, filling it and then closing it out and closing the doors seems too much for a few people to handle and still make money. Perhaps someone will prove me wrong, but when companies taking advantage of this “pop-up” concept are the likes of Target, E-bay, Delta, Bluefly.com and more, it makes you wonder: Is this “pop-up” retail concept just another line item on the marketing budget of America’s top brands? Is this fly by night concept only setting consumers up for disappointment when their new favorite store is gone only weeks or months later? Only time will tell.

Until then, I will continue to support my favorite local establishments that are part of the fabric of our community and will (hopefully) always be there when I need them for my next retail therapy session.