Viewpoints on Innovation

Retail Innovation Shout Out: Marketing Innovation - Marc Jacobs Accepts Social Currency as Payment


Social media has further sped up the world of fashion. Because trends can be immediately shared, it has become easier to be in the know about what is happening on runways across the globe. Colors, silhouettes and styling advice are at the tips of your smartphone-tapping fingers. Real time runway tweets offer all different perspectives - from the backstage to the front row - and the ability to easily share photos and commentary gives everyone a voice.

But using Twitter for marketing and publicity is not innovative or new - and getting noticed on Twitter is increasingly difficult. It's even harder to get advertisement traction with consumers whose attention spans are scattered by social media. 

To innovate with social media, companies need to find a fresh angle or use for these tools; a new and effective way to grab consumer attention.

Over February’s Fashion Week in NYC, Marc Jacobs did just that. The company opened up a pop-up shop in SoHo called the “Daisy Marc Jacobs Tweet Shop,” where fans of the brand could post to Instragram, Facebook, or Twitter and receive a Marc Jacobs product in exchange. The Daisy fragrance brand has become increasingly prominent in social media, according to Lori Singer, group VP of global marketing for Coty Prestige (Marc Jacobs’s fragrance licensor), so this is their way of giving back. Gift items included perfume, necklaces, purses, and other branded gifts. The pop-up shop also offered free manicures and a Daisy photo to entertain the customers while viewing the new assortment of Daisy products.

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Originally published on March 12th, 2014

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Topics: Innovation, Retail Innovation, retail innovation shout out

About the Author

Traci Stapleton

Traci Stapleton

Traci brings over 13 years of product development and sourcing experience with a focus in process improvement, change management and product lifecycle management (PLM).
More Viewpoints by Traci Stapleton

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