Trend watch:
We’ve been witnessing specialty or pop-up stores popping up all over. Which begs the question, “Can big brands do specialty?” Here’s what we’ve found and who’s doing right:

We’re all familiar with Target, the big-box retailer. And we’re all familiar with the small corner store. Target’s merged these two concepts to create Target Bullseye Bodega. That’s right, it’s the same Target so many know and love for their large stores, low prices and unmistakable Target logo, but a little different. The Bullseye Bodega was a pop-up concept store that opened in four New York locations for four days in Fall 2008 (with new locations planned this September). The stores featured celebrity guest designers, accessories, beauty products and housewares at Target’s traditional low prices.

This was a smash hit with consumers. People talked about and blogged about them before they opened and then flocked to them to see what the playful shopping experience was all about.

Who else is doing it? Big brands do specialty takes Tokyo by storm. Ditching their signature golden arches, McDonald’s launched minimalist shops in Tokyo aptly named Quarter Pounder. Their one and only offering: Quarter Pounders. (But you still can order them with or without cheese.)

And then there’s Vital Juice who recently posted a Recessionista Pop-up Wellness Retreat, offering New Yorkers the opportunity to take a hula hoop Pilates class, indulge in a blackberry massage or sample some cool new snacks.

The Upshot of Big Brand Specialty?
Pop-up or Boutique stores are an effective strategy to embed your brand, product or service in to unique moments in consumers’ everyday lives.