PurposeThe purpose of this paper is to further theorize the concept of the “sustainable temporary store” and explore benefits and challenges for slow fashion retailers using temporary stores to promote a new value proposition and develop a business model.Design/methodology/approachThe theoretical part combines the findings from marketing and human geography literature to theorize pop-up retailing from the slow fashion SME perspective. The empirical part uses a critical case study and a qualitative method approach (primary sources, half standardized interviews, ethnographic observation).FindingsThe study provides theoretical insights into five success criteria for the “sustainable temporary store” across geographies. Empirical findings allow for further conclusions about challenges in regards to spatial requirements and business modeling for slow fashion retail entrepreneurs in the Netherlands.Research limitations/implicationsLimitations of the study are the geographical scope of exiting literature on the global north and the restricted sample size. However, by selecting a critical case, careful geographically restricted generalizations can be made.Practical implicationsThe study provides useful information for slow fashion entrepreneurs who want to use cheap temporary space to develop their retail business model.Social implicationsThe results show that there is placemaking value (social value creation) in temporary slow fashion retailing.Originality/valueThe study provides a relevant contribution to the theory of pop-up retailing and more precisely to the concept of the “sustainable temporary store.” It also delivers a replicable empirical research design for other geographies.
Journal of Fashion Marketing and Management – Emerald Publishing
Published: Mar 12, 2018
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