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Op-Ed: The Pop-Up Has Grown Up

Here today, gone tomorrow: many retailers are using pop-ups to test, learn, and iterate. Thomas Robertson of the Wharton School and the Academic Director of the Baker Retailing Center explores why retailers build pop-ups into their business strategies. “Customers will share details and insights in-person you’d never be able to capture online. My pop-up advice? Surprise, delight and learn every single thing you possibly can about your loyal fans and curious new customers. Then move on.”

Read in Business of Fashion