I expect pop-ups importance to only grow in upcoming years as a vital part of DTC 2.0 playbook - as online-only DTC has been losing relevance (digital ads inflation, hyper competitive/crowded online environment)
As rightly written in the article, "pop-up is no longer just about moving product – it’s about brand building, customer acquisition and marketing, and that creates a huge amount of opportunity for category growth"
It's is THE asset-light way to capture a footfall/ offline eyeballs/ build credibility without committing to a long term leases as well as to test and learn products/branding concepts/locations in a cost effective manner
