Focusing on ephemeral retailing, this book provides a comprehensive understanding of the topic, making it a valuable resource for academics, students, and retail professionals. It consolidates existing knowledge and offers insights that will guide future research and practices in areas such as retail marketing, brand management, and distribution.
Ephemeral retail highlights the rise of pop-up stores as a dynamic retail strategy. These temporary establishments emerge unexpectedly, drawing in large crowds before vanishing or transforming into different concepts. This innovative approach to retailing emphasizes flexibility and the ability to create unique shopping experiences that capitalize on trends and consumer interest.
By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments.