Temporary retail in fashion system: an explorative study

Purpose The purpose of this paper is to provide a very preliminary typology of fashion short‐term stores, with particular reference to the fashion sector in Italy. Design/methodology/approach The research used an explorative and qualitative approach. Data were collected by available documentary (web sites, press releases, magazine article) and direct observation of an exploratory “pilot” group of fashion temporary stores opened in Milan from April to September 2011. Findings The analysis provides empirical insights about how heterogeneous and multifaceted temporary retail is in fashion. The categories that emerged each corresponded to a different brand strategy, to a specific way of conceiving space, to a different consumer experience. Practical implications The study provides some useful information for marketers and design retailers deciding to make use of the tool of temporary store. Research limitations/implications Limitations of the study are the restricted sample size; the emergent categories limited to the marketplace under study; and the limitation of the personal perceptual and observational bias. Social implications Temporary retail can be seen as the latest expression of the “impermanent” and transient society and the consumer constant search of novelty. Due to its limited time, it satisfies the consumer's need to be constantly surprised with unique and temporary experiences and also entertained with interactive performances. Originality/value The study provides a relevant contribution to the knowledge in this field.