Like any over-done fashion trend, the promotional concept could soon run its course - due in part to sample sales often posing as pop-ups. However, if the economy continues to haunt small businesses in urban hotspots and real estate remains affordable and abundant, the concept will likely continue. Positive results from high-profile brands like Target and Reebok will help fuel the pop-up trend, too.
As always, journalists need stories and fashion brands need relevance. During trying times, the brands that make a splash will not only reflect the spirit of those times but also leverage the promotional opportunities they present. Kawakubo does this. She takes the pop-up, and marketing in general, to the appropriate next level. From the Times:
“What is important to me is information (in the journalistic sense of relating news),” Ms. Kawakubo says. “Through my collections, other product projects and through my graphic work, or by collaborating with artists and photographers, I like to tell a story. Without news, nothing is alive. The final result of everything must say something. Information deepens the work.
“So, if anything, I am maybe more of a journalist than an artist!”