One of the main motivators for starting a Pop-Up Shop is to test the market and see if you have an MVP (Minimum Viable Product) that can sustain itself long term.

Testing the market is exactly why Cuyana in New York set out to do when they set up their womens fashion brand pop up. It took Cuyana four years to make the transition from pop up to a bricks and mortar permanent venue. During this time they were testing not only the sales of their brand but gathering consumer behaviour data.

Whilst their transition from Pop Up to permanent venue was not as quick as I’m sure many would like, it meant they had time to constantly tweak and review their offering. When the time was right they were able to position their brand in the right place and know they had a solid offering. This has been a critical factor in their success.