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…