“Oltre il flagship store: le nuove opportunità di vertical branding offerte dal temporary store”

The study aims to identify distinctive features and the main objectives of a new retailing format: the temporary store. Indeed, there is a lack of studies on this subject in literature. In addition, the paper aims to identify several kinds of temporary stores emerging as a new distribution format in the Italian context. Finally, the paper focuses on a comparison between flagship stores and temporary stores, in order to assess whether these two vertical branding tools are alternative or complementary to one another.