'pop-up' stores becoming an overnight sensation - interactive displays for business

For most retail stores, just a few days of business is considered a major failure.
However, more and more businesses began to open stores and suddenly closed them soon ---on purpose.
These retail businesses--known as pop-ups --
Has emerged in Southern California and across the country, filling the gap in the recession
The rent in the shopping center is only a small part of the normal rent.
Once restricted to seasonal shops and dusty clearing centers, pop-
Some of the country's largest retailers are opening up stores.
If this trend continues, it may reshape the country's retail landscape, weaken the power of commercial landlords, and make it easier for businesses to test new locations and products with little commitment.
"This is something that is getting bigger and bigger every day," said Ahmed Al Cohen, chief industry analyst at market research firm NPD Group . ".
In order to create a buzz and a big family that attracts customers-in-while-you-Pop music appeal.
Ups allows merchants to move quickly, open stores to test new products or markets, and close them without much fuss. Gap Inc.
I opened a pop recently-
Shop on the trendy Robertson Boulevard and promote the new premium denim collection;
Celebrities including Hallie Berry and Ashley Simpson
Wentz attended the press conference at the store. Toys R Us Inc.
Around 80 temporary toy stores have been set up nationwide, including some upscale shopping centers that were previously unavailable to chain stores. J. C. Penney Co.
Blow it on the backto-
School services through interactive pop music
It is on display in six shopping centers in Southern California.
The most recent afternoon, Jill and Zach Stafford at Gap's pop on Robertson Avenue-up shop.
The couple are not regular guests of casual clothing brands, but they say they are curious about the store, which neighbors Chanel, Locke Republic and paparazzi.
Half an hour later, they left with a new dress worth $100.
"You think you're a little lucky when you're there," said Zach, 33 . "year-
Old advertising consultantPop-
Ups went mainstream from the recession: Desperate landlords were able to fill the gap in their shopping malls, tight retailers can get space for a few weeks or months without signing a long-term agreementterm lease.
"The landlord used to sit in the driver's seat ---
"You once begged to enter a shopping center," Cohen said . ".
Now, "the landlord is happy to get anyone into a space.
He said: "The landlord could have asked for a lease of 10 to 20 years.
Now retailers can get space in 10 to 20 days.
Carol Schillne, first vice president of commercial real estate brokerage CB Richard Ellis, said that this trend could have a lasting impact on the industry. "The mind-
The previous scene was pop-
"The up store is the Christmas store and the Halloween store, and it has a negative connotation," Schillne said . ".
"Then all of a sudden, some fashion retailers are starting to do so.
"A lot of open real estate has allowed toy fight city to find dozens of temporary locations across the country during the holiday season, including shops at Irving Spectrum Center and Donnie stonwood center.
The toy giant is using the space to open a Holiday Inn Express toy store, its first major popular toy storeup effort.
"We were able to get into some of the best shopping malls in the country and into some of the spaces we couldn't get into in the past," said Jerry Storch, chief executive of Toys R & R.
He predicted that the end of the recession would not necessarily end the pattern.
"Once we learn more about where and how these jobs work, we will be able to stay popular
"Make strategies in good times and bad times," he said . ".
But for some shoppers, the store heretoday, gone-
Tomorrow's tactics need some habits.
"I love stability," says Jon Delgado, 41, who is shopping at the toy fight city Holiday Express store at the Los Angeles castle store.
"I want to know there will be a shop.
Jess Irwin, director of marketing at Citadel, said the center agreed to allow toy rebel city to sign a temporary 4 1/2-month lease --
Much shorter than Citadel's typical multi-year lease-
Hope this toy giant can
Long Term Agreement after the holiday.
"You have to be more flexible at these times," Irwin said . ".
"It's time to really reach out and work with the tenants.
"But even if it doesn't stay, the location of the Holiday Express is a blessing," Irwin said . ".
The store opened last month and is scheduled to close in the middle
In January, 6,000-square-
After the collapse of the previous tenant KB toy, the walking space was empty for more than eight months.
Retail sales in the center reached 100%.
Rental arrangements for Pop
Up store than their long-
Term correspondence--
It is usually cheaper for retailers.
Typical retail leases have been available for at least five years, says Schillne, and merchants have to pay not only rent, but property taxes, insurance and maintenance.
Some leases even require the owner to pay part of the sales to the landlord.
This is much less about pop music.
Ups usually only has to pay a fixed fee, she said.
Even permanent stores are considering
Term: for example, a Hollywood urban decorator has a special interior decoration
Store area of Popup concepts.
Through this weekend, the space is used to promote the movie "Where are the wild animals? "
"On Friday, the Ron Herman boutique on Melrose Avenuestore pop-
Shopping for citizens of human High jeans.
To highlight its new denim product --to-
School season, J. C.
Penny opened pop-
Ups in some local shopping centers including Westfield Santa Anita and Montclair square in Arcadia.
A few weeks later, the space was closed on September to showcase the interactive presentation of the department
Jeans from chain stores
Attract technology company
Smart teenagers, pop music
When shoppers are within 35 feet, ups sends text messages to compatible phones.
Although pop music
Ups did not offer the goods and it was "very easy to sell" the landlord to get on the bus, said Gretchen Ganke, director of corporate strategy planning for the chain. "It's a win-win-
She said: "win.
"This is a victory for customers ---
It brings new and different things to the mall;
It was a victory for J. C.
Because it allows us to walk out of the traditional Wall and meet more audiences.
This is a victory for the mall. -
It gives them more traffic and more beautiful photos than boarding. up storefront. "--andrea. chang@latimes.