Allowing luxury brands to get a bit funky.
It is an ever-attractive formula that associates a brand’s identity with “temporary” marketing and creativity.
Pop-ups and other ephemeral stores are now an integral part of the DNA of luxury, although that had traditionally been the territory of retail stores or young brands for many years.
How and why does the industry rely on this booming strategy for innovative concepts, product launches, communication opportunities, visibility, and customer testing?
In the age of digital technology and continuous information, the luxury industry is always looking for ways to stand out and entice while maintaining its identity and engaging customers around the globe.
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