Pop-ups, Ephemerality, and Consumer Experience: The Centrality of Buzz

Pop-up stores are retail solutions that suddenly appear and then disappear—whether days, weeks, or months later. Multiple brands have created pop-ups across a range of product categories in major international markets. They are characterized by their ephemerality but also by the experience realized during the consumer’s visit to the store. Our thesis is that positive response to pop-ups depends on two major factors: (1) the benefits received by...