Capsule

Talking Pop-Up’s with Fortune.com

April 18, 2014 BY THE LIONESQUE GROUP

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This week we spoke with journalist Courtney Subramanian of Fortune.com about the growing trends of pop-up retail, “a strategy that may not be so temporary at all. “

A few key highlights:

"Online there are a lot of great platforms like Gilt or Amazon or Shopify…But we found in the offline world it’s really complicated to grow your business." - Erik Eliason, CEO of TheStorefront

"Inefficiency with the retail market rental process,coupled with an abundance of supply over demand in the real estate market, has created a sweet spot for short-term renting and independent businesses or artists looking to experiment with temporary storefronts." - Alexander Chernev, a marketing professor at Northwestern University Kellogg School of Management

"It’s all about the experiential element and tying it into the physical space," says Melissa Gonzalez, founder of the Lion’esque Group, a brand and pop-up specialty firm. “It allows retailers to really hone in on a message or a specific product.”

See the full article here