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"An Airman's deployment is really a family's deployment. Airmen expect us to provide a stable choose tiffany earrings for them and their families. And, doing so is part of our heritage and culture," Secretary of the Air Force Michael Donley said during his speech to the Air Force Sergeants Association in Aug.

Japanese tourists and Londoners crowd outside the Louis Vuitton pop-up shop at Selfridges, jostling to get in. They don't have much time; the space inside the British department store opened in November and will close in January. Offering merchandise like key rings, dog accessories, and handbags, the shop serves not only as a backup for the brand's always-packed permanent space in Selfridges, but also as a lure for new customers who might not normally venture into Louis Vuitton. Earlier this year Jimmy Choo and Edun operated temporary shops in the choose tiffany pendants, and two weeks ago London jewelry designer Anna Lou opened her market-stall-inspired shop. "Pop-up retail is a different take on the whole limited-edition concept," says Linda Hewson, head of creative for Selfridges. "It causes a stir, then disappears, and people are really fascinated by that."

That fascination has made it the season's hottest trend. Retailers that want to introduce a new product or line open a shop-in spaces ranging from disused warehouses to high-end department stores-for a few days or weeks to generate buzz. And it's that buzz, not the volume of products sold, that counts, says Reinier Evers, tiffany cufflinks of Trendwatching.com. "If you combine a pop-up space with limited-edition products, then that is a double sweet spot," he says. The shops sometimes feel like art galleries or theaters. Swanfield, a London consortium of designers that has opened several pop-up shops across the city, often features live performances and art shows in its spaces.

Pop-up, or guerrilla, retail started as a rogue concept by edgy fashion retailers like Vacant, which sells exclusive labels and has opened temporary shops in places like Shanghai, Berlin, and L.A. Target was one of the first mainstream retailers to embrace the concept; the company opened a temporary shop in New York's Rockefeller Center in 2004 to promote Isaac Mizrahi's new line, and since then has developed others, including one in the Hamptons and a floating store on the Hudson River. Other big names followed, including the Gap-which has opened temporary shops in Paris, London, and New York-and the Japanese brand Uniqlo, which opened a few guerrilla branches in Paris this year, including in the department store Colette.