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Why style pop-ups are ruining shopping

We’ve all become accustomed to waiting in line to get into restaurants, clubs and theme park attractions, but would you ever join the masses and wait for a t-shirt you absolutely needed in your life? Let’s rephrase that: would you wait for 15 hours to get that t-shirt? Because that’s what happened at the launch of Kanye West’s 21 global pop-up shops this weekend, where fans started lining up in the rain to bag some of his limited edition merchandise hours before it even opened for its three day residency.

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