Foong Li Mei
Jan 4, 2018

Pop-up power: Short-term shops stoke FOMO

Temporary retail rentals are as much about marketing as they are about sales, and can give brands a new lease on life.

Now you see it, now you don’tthe classic magic trick apparently makes great marketing tactic as well.

In that last few years, more brands have been using temporary retail spaces, better known as pop-up stores, to drum up excitement or publicity in Asia. These stores most prominently dot mature retail markets like China, Hong Kong, Singapore and South Korea, and the wave is quickly washing over the rest of the region. Retailers, from brick-and-mortar...

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