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.

To read the rest of this story, please visit Glossy.

https://digiday.com/?p=219418

More in Marketing

Chasing U.S. growth, Tony’s Chocolonely focuses on a retail media and social blend

Premium chocolate brand Tony’s Chocolonely is focusing on retail media and paid social as it targets U.S. growth.

The year the memes took over reality – and marketing followed

Subcultures aren’t niche anymore — they’re the culture. And for marketers, that changes everything.

How to expand programmatic advertising up the funnel, with TripAdvisor’s Matteo Balzani

TripAdvisor marketing exec Matteo Balzani broke down the company’s plans for broadening its programmatic strategy during a live recording of the Digiday Podcast at the Digiday Programmatic Marketing Summit.