Marc Jacobs Takes Tech for Payment at Soho Pop-Up Shop
Monica Link Feb. 11, 2014, 2:27 p.m.
Trendy designer Marc Jacobs invited pop culture and freebie-seeking fashionistas to a pop-up shop in Soho for Mercedes-Benz Fashion Week. The 1,746-square-foot Daisy by Marc Jacobs store at 462 West Broadway is what the company called a “tweet” shop. The location was created as a place where customers could take photos, tweet and post messages on social media about the brand. In exchange for promoting the company to friends, visitors were rewarded with free items including new fragrance samples and prizes as well as a raffle for other rewards.
In an effort to make the process of posting pictures seamless for visitors, the company provided free Wi-Fi at the temporary shop.
The store included artwork by Langley Fox Hemingway and a live photo booth. In an effort to ramp up the entertainment, Marc Jacobs enlisted DJ Jilly Hendrix to play music at the store. There was also a lounge with food and drinks.
The company’s move to draw the trendy crowd is known as social currency. Many companies have begun embracing the trend in order to lure customers and promote products. Currently, Marc Jacobs has more than 650,000 followers on Twitter. The brand lags behind competitors like Michael Kors, who has more than 1 million followers. The Soho pop-up store was created for opening weekend of Fashion Week.