Pop-up stores present an opportunity for retailers and brands to connect with new audiences without having to commit to a long-term brick-and-mortar strategy. For example, Fleur du Mal plans to roll out pop-up shops in several markets before determining whether brick-and-mortar is the right strategy. Alicia Fiorletta, Associate Editor of Retail TouchPoints, got the chance to chat with Jennifer Zuccarini, Founder of Fleur du Mal, in the brand’s pop-up shop in SoHo, New York City. In this episode of TouchPoints TV, Zuccarini shares the inspiration behind Fleur du Mal, and how pop-up shops, coupled with mobile and social media, are helping the company raise awareness worldwide.
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