Just three years ago, pop-ups were mostly used for three purposes: experiential marketing exploits, fashion-week stunts, or e-brands making the leap to brick-and-mortar. However they’re becoming more collaborative and are gaining in popularity with bigger stores and brands. Part of pop-ups’ appeal is that they represent little risk. Executives can commit to eight weeks and see how it goes. Why launch a collection nationwide or bet the farm on a 10-year lease when anything can be tested in the short term: new collections, new locations, new concepts.