Pop-up shop to trade in social currency
Designer Marc Jacobs is opening a Daisy fragrance pop-shop in New York’s SoHo neighborhood today but customers don’t need cash or cards to buy items. What they will need is to tweet on Twitter, post photos on Instagram or spread the news on Facebook to complete their purchases.
The Daisy Marc Jacobs Tweet Shop is being launched as part of a New York Fashion Week promotion. The shop will feature a lounge with food, drinks and free Wi-Fi. Featured will be Daisy-themed artwork created by illustrator and model Langley Fox Hemingway as well as displays of fragrances and Marc Jacobs fashion items and accessories.
Lori Singer, VP of marketing for Marc Jacobs, told Mashable that the pop-up shop was the company’s way of saying "thank you" to the brand’s fans.
"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," Ms. Singer said. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."
- Marc Jacobs Opens Pop-Up Shop Where Fashionistas Pay With Tweets – psfk
- Marc Jacobs Pop-Up Shop Takes Tweets, Instagrams for Payment – Mashable
- The Marc Jacobs Pop-Up Shop Won’t Accept Cash, Just Tweets – Racked NY
- Langley Fox Hemingway — Marc Jacobs Daisy Pop-Up Tweet Shop and LOVE – Next News
What do you think of Marc Jacobs’ use of “social currency” to pay for purchases at the Daisy Marc Jacobs Tweet Shop? Is this something that only has application for luxury products or would social currency work with other types of products and retailers, as well?