I spoke with Decker about how brands can use innovative tactics like Pop-Up stores, with a particular focus on brand purpose, to engage with younger generations. They need to consider making social causes a more prominent component in their communications to resonate with Gen-Z’s and Millennials. Decker: Yes, the pop-ups are tactics -- one of the best in the retail toolbox. But strategically, retail brands do need to change—they need to represent something more than a commodity, especially for the younger consumers. Horst: What advice do you have for brands that are looking at pop-ups as a new tactic in their mix?

Source: Forbes June 27, 2019 15:45 UTC