What are pop-ups good for?
Approach this retail format strategically, not tactically
Welcome to the Sociology of Business. For those new here, in my last analysis, How to Capitalize on Fandom, I suggest that the modern brand power is in both adopting fan behaviors and in treating its audience as fans. Find my book The Business of Aspiration on Amazon and find me on Instagram, Twitter, and Threads.
![Inside Esprit's Pop-Up in New York City [PHOTOS] – WWD](https://substackcdn.com/image/fetch/f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0709e6a6-6a99-4434-a54e-0ed074ab8aa5_800x509.jpeg "Inside Esprit's Pop-Up in New York City [PHOTOS] – WWD")
Ever since a disgraced, but still not un…