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Brief Published: 3 Feb 2014

Hashtags for Handbags: Marc Jacobs' NYFW Tweet Shop

Marc Jacobs Tweet Shop

American fashion designer Marc Jacobs will be launching a unique pop-up shop format during New York Fashion Week in which cash payments will be ditched in favour of lucrative social-media buzz.

The Daisy Marc Jacobs Tweet Shop, which has been conceived to support the launch of Jacobs’ latest Daisy fragrance, will let fans pay for goods with Twitter, Facebook and Instagram posts.

The Marc Jacobs team have yet to disclose exactly what freebie accessories will be offered in exchange for social media shout-outs – shoppers are merely required to accompany their post with the hashtag #MJdaisychain to receive items. But for each day the store is open, a Marc Jacobs handbag will be gifted to the person who posts the best (brand-elected) Instagram photo.

The designer is already well-known for his mastery of the brand’s social media presence and ability to manipulate PR situations, such as his Art by Art Jacobs stunt, which saw him spin anti-capitalist vandalism on his Paris store into a limited-edition T-shirt print.

The store will be modelled as a lounge, offering free wi-fi, nail art and a daisy-themed photo booth. It will also feature artwork by US model and illustrator Langley Fox. The pop-up will run from February 7-9 – the first few days of New York Fashion Week.

For more on retail strategies using social media, see The Social Sell in the Anywhere Retail Industry Trend, Social Media Seduction, Social Commerce in the Luxury Sector, Social Media & Fashion Week and Discounts for Data, and Starbucks’ Tech Strategies