Fit To Pop

It's a sign of a particularly vicious recession when new businesses seem to be popping

up everywhere only to be an empty husk buried under 'Coming Soon' signs within a few short weeks. Or is it?

In these times of short attention spans and high-concept advertising, businesses have become much more transient; high-class hobos wandering from place to place, causing a stir and then moving on before anyone tires of them. Fashions are fleeting, and to be of interest to today's fast-paced consumers, businesses have to keep reinventing themselves. And what better way to be new and fresh, than to pack your bags and move. Everyone wants to be friends with the new kid in school even if the new boy has bad breath and dresses a bit funny. It's a good few weeks before he has had his head flushed down the toilet.

So imagine the impact when the new kid in school is immaculately dressed and oozes cool out of every pore. This is the world of Pop-Up Shops.

Pop-Up Shops take advantage of prime retail space that has been left vacant, which in these dark financial times (if they're not dark financial times, they're at the very least beige) seem to be in abundance and uses them for high-impact, relatively low-cost bursts of marketing genius. Brands that wish to trial products or those with no presence on the high-street can appear out of nowhere and disappear from whence they came, leaving customers intrigued and baying for more. Absence may make the heart grow fonder, but it's these bursts of calculated presence that gives the absence the impact it needs.

Pop-Up Shops can make a business extremely exclusive. To everyone. So now everyone can be friends with the new kid. And they'll miss him when he's gone.

Fit To Pop

By: brookepens

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