Pop-ups and what-nots

Living in Canada’s largest city certainly has its benefits—the same perks that come along with living in the midst of any metropolitan area. Being in such close proximity to a wide assortment of restaurants, cultural centres, and attractions allows everyone to find something that fits directly into their niche. And for those fashionistas out there, or those of us who are no stranger to some comfort shopping, there are endless opportunities among Toronto’s boutiques and consignment shops. From local designer shops to boujee Yorkville department stores, there are ample choices to satisfy any retail craving. 

There is no doubt that the pandemic has ultimately reshaped the retail industry in the past year and a half: bolstering online services, redefining supply chains, and substantially changing the way in which long-standing brick-and-mortar locations operate. It is an unfortunate reality that many stores had already been in competition with fast fashion sites, but shutting doors for months and seeing decreased foot traffic has all but sealed their doomed fates. Who can compete with steep city rent prices and unstable fashion trends?

Yet some companies have managed to survive—if not thrive—through adopting a rapidly growing industry tactic that harkens a new age of retail: the pop-up. 

Chances are you’ve already encountered one of these temporary and often ostentatious events in some form, if you haven’t already participated in one. Couldn’t walk on the sidewalk because there was a line spanning several blocks for a limited swimsuit drop? Watched a vacant building transform into a colourful shoe shop for two weeks, only to be abandoned again as quickly as a Spirit Halloween? Or maybe you even witnessed the six-hour lines at Yorkdale a few weeks ago as hundreds vied for limited-time BT21 merch?

Pop-ups are an increasingly popular type of event, where retailers sell limited-edition merchandise in a smaller, often meticulously designed venue. These retail occasions could be a chance for companies to introduce a new product into the market, such as the recent Valentino Beauty pop-up in NYC. Or it could be a chance to sell exclusive items, like the recent OVO x UofT drop this past summer. 

Logistically, pop-up shops make perfect sense and serve their purpose in profitability. The beauty of a pop-up is that companies do not have to establish a permanent location or staff, yet they still guarantee local buzz and plenty of foot traffic. In a post-COVID economy, these events logically become the best alternatives to both online sites and flagship stores. If pop-ups are the future of retail, what are some foreseeable implications? 

Pop-ups are certainly a phenomenon, providing exclusive merch and unique experiences that consistently capture the attention of consumers. Essentially, pop-ups bring about their own demand for a product that nobody necessarily needs, and we shoppers buy into it by quite literally buying into it. These events can be equated to airport gift shops, kitschy tourist traps, and museum exits (yes, AGO exhibitions, I’m looking at you). These places serve a purpose that an average shop or website simply cannot fully quench; it is not the quality of the item per se, but the act of buying the product that makes it so desirable. However, instead of being a far-off destination that induces the need to throw away money on once-in-a-lifetime trinkets and merch, pop-ups appear directly in downtown Toronto.

Pop-ups are like mini excursions, a break in reality that materializes within our own neighborhoods, in front of our doors. They provide an experience and satisfy an urge to be a part of something liminal, different enough from the mainstream that it somehow becomes extraordinary. And whether or not it’s an average drop, or sale, or exhibition, pop-ups become experiences in themselves. The purchasing of an item not only reaffirms this experience, but is conditional upon making it authentically happen.

Whether such a practice is sustainable as the industry norm raises some concern. In some ways, pop-ups are manipulative in that they compel the shopper to buy a product, despite the product not having any applicable utility or satisfying an existing want. If everyone turns into a suburban mother inside a Marshalls whenever they go shopping, consumer consciousness flies out the window. It is also important to note the impact that an increased supply of fad fashion and goods can have on the environment. How can an industry limit their carbon footprint and waste production if they are producing needless goods with a high turnover rate, trying to keep up with modern-day trends?

The bottom line: pop-up retail may be temporary, but the practice’s grasp on the fashion industry and consumer habits will be permanent. It is important to stay aware of our own consumerism