WHY NEW YORK CITY RETAILERS LOVE POP-UP SHOPS

Recently, Laura Gurfein wrote a feature for Racked addressing the new trend and love for pop-up shops. In order to discover the underlying fascination and success of the pop-up shop business model she turned to several people in this new market including store and brand owners as well as trend spotters and innovators.

According to Gurfein there are two main reasons why retailers love pop-up shops: "For one, they like that a limited-time offering draws customers in, much like online flash sales. And second, they have commitment issues—retailers like the freedom mobility pop-up shops offer, as opposed to being locked into a long-term lease."

Furthermore, as Stephanie Pappas points out, the pop-up shop model allows designers to "take greater charge of their product than they could in established retail stores." Speaking about the evolution from EVA to Open Gallery Space she says: "It just worked out that I could evolve into a pop-up shop where it could be more about the designer, their vision, and what they want to do." A recent example at Open Gallery Space was Kanye West's Yeezus Tour Shop.

Gurfein, after naming multiple successful pop-up and pop-in shops from Kate Spade Saturday, Tortoise and Blonde, Warby Parker to name a few, turns to Tristan Pollock, co-founder of Storefront, a company matching designers with temporary spaces for her closing remarks. "I think pop-up shops are the term of now, but it's this retail experience—it's not going to go away," said Pollock. "It's just going to potentially change names or be used in different manners, but there's always that need for a really accessible form of retail" for storeowners, to get in and out quickly without any commitment to location.

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Photography / James Harris from Complex Style