Why Nordstrom is experimenting with in-store pop-ups

At Nordstrom, vp of creative projects Olivia Kim is in charge of knowing what’s cool and incorporating it into the department store’s mix of merchandise.

Her latest achievement: Pulling together a three-part series of in-store pop-ups with Korean fashion and beauty brands. The series, titled KPOP-In@Nordstrom, kicked off with a collaboration with Korean eyewear brand Gentle Monster at the beginning of January. The cult brand set up in-store shops at seven Nordstrom locations that included virtual reality activations and six new styles of sunglasses exclusive to Nordstrom. Kim, who is Korean, said she saw the brand’s status spike after being worn in Korean films.

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