POP-UP STORES: EXPERIENCE THAT INFLUENCES CONSUMER MOMENTARY SHOPPING

This article aims to investigate the effect of pop-up stores. The methodology used in the work has a qualitative character and is known as Collective Subject Discourse Theory. Pop-up stores aim to fill the traditional gap left by the orthodox retail format. The retail effort for the consumers to have a real shopping experience includes in these stores the most current concepts in order to attract their attention, attract them, involve them and often invite them to participate in what is being produced at the moment. Finally, pop stores represent an experience that influences the desire of consumers and brand associations.