The Second Life of Retail

For a long time people have been saying the digital marketplace will be the death of the retail experience. While change has occurred, death has not. The retail industry has begun to migrate toward the specialty store and the pop-up space. These types of retail experiences become a gateway to the digital experience. They become the inclusive place, with an exclusive feel. Limited storefronts with high-end design and features become a destination for locals and tourists alike. Looking at millennial brands such as Glossier, which champions the pop-up retail experience while maintaining limited store fronts, have blazed the trail to the second life of retail as we know it. Brands that are usually found in department stores, such as Hunter Boots, look to pop ups to create and foster brand loyalty. The direct-to-consumer connection is not only profitable in the moment, but in the long-term.