What are pop-ups good for?

This article was featured on Glossy on December 18th 2019

Right now, in Soho, there is no less than twelve pop-up stores. Venture a bit further north, and you’d encounter additional eight to ten. Holidays season sends retailers in overdrive, and pop-ups have become a welcome new tactic across the board. The operative word here is tactic: still, a very few brands use them strategically, via combination of real estate…

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Ana Andjelic

Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.