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Marc Jacobs takes on Social Currency

by Shirley Schutt

Last weekend on Feb. 7th to the 9th, luxury brand Marc Jacobs opened it doors to a new pop-up store in Manhattan for his Daisy fragrance. What makes this pop-up worth noting is, unlike other retailers, no money was required in exchange for merchandise. The catch? In exchange for sending tweets, Instagram photos, and Facebook posts, customers were awarded branded gifts.


To celebrate New York Fashion week, the 1,746-square foot pop-up store which was called the Daisy Marc Jacobs Tweet Shop opened it doors in the Soho neighborhood of Manhattan and embraced the concept of “social currency.” Using the hashtag, #MJDaisyChain, the brand allowed customers to walk out without exchanging a single dime.

“Social currency” which is allowing customers to pay for merchandise via tweets and/or other social media posts have been gaining much ground with a number of companies. While some may see this as a way of diluting the brand by requiring customers to buy via tweet, others see it as a way of rewarding its fan base. Either way, it’s a good way to get people to start talking about your brand. What are your thoughts on social currency? Is it a good way to reward your customers or it another way of flooding the market?


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