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Pop-up shops as mere distractions

Is pop-up retail a feasible option for established retailers? Or is it just another diversion from core values and a waste of resources? Can a business model be so on-track that it can afford to deflect critical focus by speculating on transient throw-of-the-dice ventures? What is it they hope to achieve in adding value to the brand name? What message is conveyed to the public by such activity and what of the subliminal impact? What is it that traders are trying to do when they offer a short-liv