These Direct-to-Consumer Brands Used Black Friday Weekend to Test Experiential Retail

This was the year of the pop-up shop, as both old-guard retailers and direct-to-consumer ecommerce companies played with a bricks-and-clicks strategy. Macy's, for example, experimented within its own stores with hosting rotating pop-ups with The Market @ Macy's concept and newer companies like Winky Lux and Greats either opened up standalone shops or tried out...