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 explores the rise of pop-up stores as a dynamic and innovative retail strategy. These temporary establishments are characterized by their ability to appear suddenly, draw in large crowds, and then vanish or transform into new concepts. This phenomenon highlights the evolving landscape of consumer engagement and the creative approaches retailers are adopting to capture attention in a competitive market.
By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments.