Purpose ‐ The purpose of this paper is to understand the motivations that lie behind the choice of the "temporary store" as a marketing tool, with particular reference to the fashion sector in Italy. In the UK and the USA, the more usual terminology is "pop-up
store". Design/methodology/approach ‐ The study adopts a qualitative approach, in the form of case studies of two fashion brands using temporary stores in Italy. Data were collected by in-depth interviews with senior representatives of the two firms, backed by available
documentary evidence and observation. Similarities and differences between the two sets of findings were identified and analysed, and conclusions drawn. Findings ‐ This exploratory study points to the need for further investigation, but its findings provide researchers
and practitioners with new information about the use of the temporary store as a marketing tool, and the managerial implications. Though still in its infancy in Italy, it is becoming increasingly common elsewhere, especially in the form of "pop-up stores" in the USA and the UK. Practical
implications ‐ The study provides interesting and relevant information for marketing planners considering the use of temporary stores, in the fashion sector in Italy but also more widely. Originality/value ‐ The temporary store has been studied from
an exploratory perspective, not simply described, as is the case in of the rather limited material available in the specialist media. Therefore, the study makes a significant contribution to the body of knowledge in the field.