Pop-up stores have become a crucial point of contact for brands, serving as both communication tools and distribution channels to meet different brand objectives. More and more brands are including pop-up stores in their strategies, making sure that they align with their identity, elements and overall marketing and distribution guidelines. In fashion, fashion brands were pioneers in using pop-up boutiques to achieve a variety of communication and commercial objectives. Customers are kept engaged by this innovative format, which breaks the norm and encourages them to stay connected with the brand's activities. This chapter explores the increasing importance of pop-up shops in the fashion industry. The first step is to define pop-up stores and look at how they are integrated into a fashion brand's strategy. The use of pop-ups is also examined for the purpose of testing new concepts, products or entering new markets. In addition, the chapter covers the use of guerrilla marketing tactics in fashion pop-up stores, emphasizing how these strategies generate interest and enhance brand visibility. Finally, the chapter examines how pop-up stores contribute to a well-crafted customer journey that fosters positive experiences, emphasizing their strategic value for fashion brands seeking to captivate and engage their audiences in fresh and exciting ways.