Capitalism is a wonderful system--yet another example

In this recession there's a lot of vacant space in shopping centers. And merchants are concerned about signing long-term leases.

Answer? "Pop-up" stores.

To highlight its new denim offerings for the back-to-school season, J.C. Penney opened pop-ups at a handful of local malls, including Westfield Santa Anita in Arcadia and Montclair Plaza.

The spaces, which closed in September after a few weeks, featured interactive displays of the department-store chain's jeans. To appeal to tech-savvy teens, the pop-ups would send text messages to compatible cellphones when shoppers came within 35 feet.

Although the pop-ups didn't offer merchandise, getting landlords on board "was a pretty easy sell," said Gretchen Ganc, the chain's corporate strategic planning director.

"It's a win-win-win situation," she said. "It's a win for the customer -- it brings something new and different to the mall; it's a win for J.C. Penney because it allows us to step outside our traditional walls and meet a broader audience; and it's a win for the malls -- it gives them more traffic and a much prettier picture than a boarded-up storefront."