Social shopping is a relatively new frontier, but the Marc Jacobs brand is disrupting the space with a newish idea for high-end brands — social shares that convert to real, live purchases.
Marc Jacobs isn’t the first big name to get into the social currency game … but the brand is one of the first highly desirable labels to do so.
In the clip above, the brand explains that their “pop-up shop” doesn’t take money — just mentions, on Facebook, Twitter, Instagram, and other social services. Shoppers used a hashtag, #mjdaisychain, to promote their posts:
At the Marc Jacobs pop-up tweet shop on Broadway! Such a great idea! #MJDaisyChain #NYC #marcjacobs https://t.co/xotWIB7hW3
— Clarisse Khairallah (@clarisse_nyc) February 10, 2014
Others praised the newfangled model of social shopping:
Shopping meets social media currency. Brilliant. #mjdaisychain https://t.co/yPj8Brx4XG pic.twitter.com/Z8VGG8khbi
— Shopaholic Problems (@ShopaholicProbz) February 8, 2014
On Facebook last week, the official Marc Jacobs page posted about the social currency shop in NYC:
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/all.js#xfbml=1”; fjs.parentNode.insertBefore(js, fjs); }(document, ‘script’, ‘facebook-jssdk’));
As the Marc Jacobs pop-up shop hit the social web, users described the on-site festivities — which included games and giveaways:
thx @marcjacobsintl for having us spin the #mjdaisychain pop up last night! excited to play @finalenyc tonight }:) pic.twitter.com/Vk6cN2M2z8
— The Jane Doze (@thejanedoze) February 7, 2014
Overall, Marc Jacobs’ social currency initiative polled well with fashion bloggers and fans — and given the rates of conversion with social media hashtag-heavy events, we can only hope more favored brands get in on the capital linked to shares and social traction.
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