Marketing Currents - Business and Marketing Current Events

Fashion brands are testing the physical retail waters with new pop-ups


With retail foot traffic slowly coming back, brands are starting to test the waters of post-pandemic physical retail via pop-ups.

Brands like Studs, Rails, Louis Vuitton and Dior have opened or are opening pop-up shops in April and May, in an attempt to gauge their customers’ interest in shopping in-person or to test new markets.

Click here to read the story at

Discussion Questions:

  1. What is the difference between retail and e-commerce?
  2. Why do you think retail has struggled in the last year during the pandemic?
  3. Why might retail be positioned for growth?
  4. Why is retail important for fashion brands?
  5. What is a pop-up?
  6. What is the benefit of a pop-up?
  7. What disadvantages might their be to a pop-up?
  8. Why do you think brands are testing retail with pop-ups?
  9. According to this story, what is one example of a brand who has opened or will open a pop-up soon?
  10. In your opinion, will the pop-up experiment lead to more fashion brands opening physical retail stores next year? Why or why not? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.