{"id":9024,"date":"2026-02-25T22:40:11","date_gmt":"2026-02-25T22:40:11","guid":{"rendered":"https:\/\/blog.thestorefront.com\/?p=9024"},"modified":"2026-02-25T22:40:14","modified_gmt":"2026-02-25T22:40:14","slug":"how-the-fashion-industry-is-making-the-most-of-pop-up-stores","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/","title":{"rendered":"How Fashion Brands Use Pop-Up Stores to Launch Collections and Drive Cultural Relevance"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Leveraging_Established_Retail_Ecosystems\" title=\"Leveraging Established Retail Ecosystems\">Leveraging Established Retail Ecosystems<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Bridging_Catwalk_and_Consumer_Through_Omnichannel_Strategy\" title=\"Bridging Catwalk and Consumer Through Omnichannel Strategy\">Bridging Catwalk and Consumer Through Omnichannel Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Personalization_as_a_Traffic_Driver\" title=\"Personalization as a Traffic Driver\">Personalization as a Traffic Driver<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Concept-Driven_Retail_Environments\" title=\"Concept-Driven Retail Environments\">Concept-Driven Retail Environments<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Fashion_Week_and_Strategic_Timing\" title=\"Fashion Week and Strategic Timing\">Fashion Week and Strategic Timing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Why_Fashion_Continues_to_Rely_on_Pop-Ups\" title=\"Why Fashion Continues to Rely on Pop-Ups\">Why Fashion Continues to Rely on Pop-Ups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Frequently_Asked_Questions_About_Fashion_Pop-Up_Stores\" title=\"Frequently Asked Questions About Fashion Pop-Up Stores\">Frequently Asked Questions About Fashion Pop-Up Stores<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Why_do_fashion_brands_open_pop-up_stores\" title=\"Why do fashion brands open pop-up stores?\">Why do fashion brands open pop-up stores?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Are_pop-up_stores_effective_for_Fashion_Week\" title=\"Are pop-up stores effective for Fashion Week?\">Are pop-up stores effective for Fashion Week?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#How_long_should_a_fashion_pop-up_store_run\" title=\"How long should a fashion pop-up store run?\">How long should a fashion pop-up store run?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#Do_fashion_pop-ups_increase_online_sales\" title=\"Do fashion pop-ups increase online sales?\">Do fashion pop-ups increase online sales?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/#What_cities_are_best_for_fashion_pop-up_stores\" title=\"What cities are best for fashion pop-up stores?\">What cities are best for fashion pop-up stores?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>\u00a0Fashion has always relied on physical experience. Texture, movement, color and atmosphere cannot be fully translated through a screen. As ecommerce reshaped retail, pop-up stores emerged as a way for fashion brands to reconnect with customers in immersive, temporary environments.<\/p>\n\n\n\n<p>Today, pop-ups are no longer side experiments. They are strategic tools used to launch collections, test cities, align with cultural moments and strengthen omnichannel performance.<\/p>\n\n\n\n<p>For a broader look at how different sectors approach temporary retail, see our <strong>guide to <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-strategies-by-industry\/\">pop-up shop strategies by industry<\/a><\/strong>.<\/p>\n\n\n\n<p>Here is how the fashion industry is using pop-ups effectively.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Leveraging_Established_Retail_Ecosystems\"><\/span>Leveraging Established Retail Ecosystems<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/fashion-1.jpg\" alt=\"Selfridges hosts fashion pop up shops regularly like this one with FENDI\" class=\"wp-image-9025\" style=\"width:544px;height:auto\"\/><\/a><figcaption class=\"wp-element-caption\">Image: via Selfridges<\/figcaption><\/figure>\n\n\n\n<p>\u00a0Department stores and high-footfall shopping districts have become prime testing grounds for fashion pop-ups.<\/p>\n\n\n\n<p>Selfridges in London has consistently used rotating pop-up concepts to drive traffic and maintain cultural relevance. When Fendi took over its Corner Shop space, the activation went beyond merchandising. The store paid homage to Rome through themed kiosks and experiential touches such as calligraphy stations and curated food elements. The collection launch felt like an event, not simply a retail drop.<\/p>\n\n\n\n<p>By partnering with established retail ecosystems in cities like London, Paris and New York, fashion brands gain immediate visibility while offering host venues fresh energy and traffic.<\/p>\n\n\n\n<p>Pop-ups in these environments allow brands to test physical presence without committing to long-term leases \u2014 particularly useful when entering new markets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bridging_Catwalk_and_Consumer_Through_Omnichannel_Strategy\"><\/span>Bridging Catwalk and Consumer Through Omnichannel Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"841\" height=\"1024\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-841x1024.jpg\" alt=\"The Fashion Industry extensively uses pop up shops\" class=\"wp-image-27854\" style=\"width:442px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-841x1024.jpg 841w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-246x300.jpg 246w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-768x935.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-1261x1536.jpg 1261w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-1681x2048.jpg 1681w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-810x987.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/09\/759125_fashionable-shop-1140x1389.jpg 1140w\" sizes=\"(max-width: 841px) 100vw, 841px\" \/><\/figure>\n\n\n\n<p>One of fashion\u2019s long-standing challenges has been shortening the gap between runway and retail.<\/p>\n\n\n\n<p>Pop-up stores help solve this.<\/p>\n\n\n\n<p>When Rihanna launched Savage x Fenty collections, pop-up activations allowed immediate consumer access following runway moments. Customers could experience the collection physically while it was simultaneously available online.<\/p>\n\n\n\n<p>This integration of digital and physical retail reflects a wider shift toward omnichannel strategy \u2014 where online traffic, social media buzz and physical retail reinforce each other.<\/p>\n\n\n\n<p>For brands operating across ecommerce and physical retail, pop-ups often act as the bridge between the two. Our complete guide for digitally native brands explores this further:<a href=\"https:\/\/www.thestorefront.com\/mag\/bring-e-commerce-brand-life-pop-stores\/\" class=\"ek-link\"><strong> The Complete Guide to Ecommerce &amp; DTC Brands Opening Pop-Up Shops<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Personalization_as_a_Traffic_Driver\"><\/span>Personalization as a Traffic Driver<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/fashion-2.jpg\" alt=\"personalisation and experience help a fashion brand reinforce the brand message in a pop up shop\" class=\"wp-image-9027\" style=\"width:461px;height:auto\"\/><\/figure>\n\n\n\n<p>Fashion pop-ups frequently incorporate customization to create exclusivity and increase conversion.<\/p>\n\n\n\n<p>Footwear brand Arche, for example, offered personalized versions of iconic designs during its New York activation. Allowing customers to customize familiar silhouettes created urgency and differentiated the temporary space from traditional retail.<\/p>\n\n\n\n<p>Customization works particularly well in temporary retail because it reinforces scarcity. Customers understand the opportunity is limited \u2014 both in time and format.<\/p>\n\n\n\n<p>This personalization strategy is closely tied to experiential retail principles. Temporary spaces allow brands to create interaction, not just transaction. You can explore how experiential design drives engagement in our analysis of <a href=\"https:\/\/www.thestorefront.com\/mag\/7-case-studies-prove-experiential-retail-future\/\">experiential retail case studies<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Concept-Driven_Retail_Environments\"><\/span>Concept-Driven Retail Environments<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Unlike permanent stores, pop-ups do not need to serve every season or product line. They can focus entirely on a single concept.<\/p>\n\n\n\n<p>Vivienne Westwood\u2019s military-inspired activation is a clear example. The space mirrored the political and environmental themes of the collection, transforming the retail environment into a narrative extension of the garments themselves.<\/p>\n\n\n\n<p>This is where design becomes central. Lighting, layout, materials and spatial storytelling all contribute to perception. Fashion pop-ups that invest in concept-driven design typically generate stronger press coverage and social engagement.<\/p>\n\n\n\n<p>For brands refining this approach, our guide to <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-store-design\/\">pop-up store design<\/a> outlines how layout and atmosphere influence performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fashion_Week_and_Strategic_Timing\"><\/span>Fashion Week and Strategic Timing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"862\" height=\"568\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/paris-fashion-week.jpg\" alt=\"Fashion Weeks are key parts of the calendar for any fashion brand\" class=\"wp-image-70823\" style=\"width:532px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/paris-fashion-week.jpg 862w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/paris-fashion-week-300x198.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/paris-fashion-week-768x506.jpg 768w\" sizes=\"(max-width: 862px) 100vw, 862px\" \/><\/figure>\n\n\n\n<p>Fashion pop-ups often align with major industry events.<\/p>\n\n\n\n<p>Cities such as Paris, Milan, London and New York see heightened demand for short-term retail during Fashion Week periods. Brands use pop-ups to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Introduce capsule collections<\/li>\n\n\n\n<li>Host buyer previews<\/li>\n\n\n\n<li>Engage press and influencers<\/li>\n\n\n\n<li>Create showroom-style environments<\/li>\n<\/ul>\n\n\n\n<p>For brands specifically targeting these moments, dedicated <a href=\"https:\/\/www.thestorefront.com\/selections\/fashion-week-showroom\" class=\"ek-link\">Fashion Week showroom spaces<\/a> are available in key cities including <a href=\"https:\/\/www.thestorefront.com\/selections\/fashion-week-showroom-paris\" class=\"ek-link\"><strong>Paris Fashion Week showroom spaces<\/strong><\/a>, <strong><a href=\"https:\/\/www.thestorefront.com\/selections\/fashion-week-showroom-london\" class=\"ek-link\">London Fashion Week showroom spaces<\/a><\/strong>, <a href=\"https:\/\/www.thestorefront.com\/selections\/fashion-week-showroom-milan\" class=\"ek-link\"><strong>Milan Fashion Week showroom spaces<\/strong><\/a> and <strong><a href=\"https:\/\/www.thestorefront.com\/selections\/fashion-week-showroom-new-york\" class=\"ek-link\">New York Fashion Week showroom spaces<\/a><\/strong>.<\/p>\n\n\n\n<p>Timing remains one of the most important variables in fashion pop-up success. Aligning with cultural moments \u2014 whether Fashion Week, sporting events or seasonal transitions \u2014 can significantly amplify visibility.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Fashion_Continues_to_Rely_on_Pop-Ups\"><\/span>Why Fashion Continues to Rely on Pop-Ups<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Fashion brands face constant pressure to innovate while maintaining exclusivity.<\/p>\n\n\n\n<p>Pop-up stores offer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Market testing without long-term leases<\/li>\n\n\n\n<li>Concept-driven retail environments<\/li>\n\n\n\n<li>Immediate connection between digital and physical<\/li>\n\n\n\n<li>Personalized, interactive customer experiences<\/li>\n\n\n\n<li>Press and influencer visibility<\/li>\n<\/ul>\n\n\n\n<p>As competition increases and consumer expectations evolve, temporary retail has become one of fashion\u2019s most adaptable strategic tools.<\/p>\n\n\n\n<p>For fashion brands planning their next launch, collection drop or market expansion, pop-up stores provide the flexibility and cultural relevance permanent retail often cannot match.<\/p>\n\n\n\n<p><em><strong><a href=\"https:\/\/www.thestorefront.com\" target=\"_blank\" aria-label=\"Ready to launch a buzzy pop-up event of your own? Browse +10,000 spaces available worldwide and find the perfect one for your project! (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Ready to launch a buzzy pop-up event of your own? Browse +10,000 spaces available worldwide and find the perfect one for your project!<\/a><\/strong><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions_About_Fashion_Pop-Up_Stores\"><\/span>Frequently Asked Questions About Fashion Pop-Up Stores<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_do_fashion_brands_open_pop-up_stores\"><\/span>Why do fashion brands open pop-up stores?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Fashion brands use pop-up stores to launch collections, test new markets and create immersive brand experiences. Temporary retail allows brands to generate buzz, align with cultural moments such as Fashion Week and engage customers in ways that online retail alone cannot.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Are_pop-up_stores_effective_for_Fashion_Week\"><\/span>Are pop-up stores effective for Fashion Week?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Yes. Pop-up stores are commonly used during Fashion Week to host buyer previews, influencer events, capsule drops and showroom-style presentations. Because demand is concentrated in cities like Paris, London, Milan and New York, short-term spaces offer flexibility without long-term lease commitments.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_long_should_a_fashion_pop-up_store_run\"><\/span>How long should a fashion pop-up store run?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Most fashion pop-ups run from a few days to several weeks. The ideal duration depends on the objective. Collection launches and Fashion Week activations may last under two weeks, while market-testing pop-ups may run longer to gather performance data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Do_fashion_pop-ups_increase_online_sales\"><\/span>Do fashion pop-ups increase online sales?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>They often do. Physical activations can drive online traffic, social engagement and repeat purchases. Customers who interact with a brand in person tend to show stronger brand recall and higher lifetime value.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_cities_are_best_for_fashion_pop-up_stores\"><\/span>What cities are best for fashion pop-up stores?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Major fashion capitals such as Paris, London, New York and Milan are strong choices due to foot traffic, media presence and established retail ecosystems. Emerging creative hubs may also perform well depending on the brand\u2019s target audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how fashion brands use temporary retail to test markets, launch collections and create immersive customer experiences across major global cities.<\/p>\n","protected":false},"author":19,"featured_media":9029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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