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WWD Declares Pop-Up Shops So 2009

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The pop-up shop is running neck-and-neck with the fast-fashion designer collaboration for retail trend of 2009. It's getting to the point where you can't swing a Proenza Schouler for Target handbag without hitting a new one. We feel reasonably secure that you've seen some coverage about pop-up shops over the past year, but today WWD investigates whether pop-up shops are a viable long-term trend, or just another irritating fashion novelty whose novelty has worn off.

There are plenty of reasons to open a pop-up shop: building buzz, introducing new products, inspire impulse purchases, or to try out a neighborhood before making an expensive real estate investment. And we'll cop to a certain number of impulse purchases along the lines of, "OMG, must buy before the store goes away!" But there are so many pop-up shops these days that it's not really exciting anymore when a new one opens, so some of WWD's experts think the trend won't last when the economy improves.

Cacharel president Jean Bousquet says: "The ideal duration of a pop-up store is six months. I don't think this phenomenon will be successful after the recession is over. It's extremely linked to the economic downturn and will probably lose momentum in the future once economic indicators become positive."

The trend gaining steam over the brick-and-mortar pop-up appears to be the online pop-up sale, like the ones held by Gilt Groupe and TheOutnet.com, which recently hosted a Balmain sale. Saks and Neiman Marcus both held recent 2-hour sales designed to get consumers to stop thinking about purchases and actually buy something. And Ikea will be having one on December 26.
· Novelty Fading for Pop-Up Shops [WWD]
· All Pop-Up Shop Coverage [Racked]