Camille P. Schuster, Ph.D.

Piperlime 3-D: The Store Pops Up

August 12, 2010

FROM RETAILWIRE:
In a world where pop-up stores seem to come out of nowhere, another has its sites set on Manhattan and this time it's Piperlime. Piperlime? Yes, Gap Inc.'s online-only business is heading for a September 9 opening in SoHo just in time for Fashion Week. What do you think of the approach Piperlime is taking with its pop-up store in New York?      [more...]

Pop-up stores are certainly a way to get in touch with a broader consumer base and to build awareness of the brand. If an effort is made to collect consumer insights the information could be very valuable because many of these consumers will be people who have not gone to the online store. It will be important for companies to be mindful of where the pop-ups are placed and the length of time they stay. Who knows what the maximum effect is at this point?