At Sephoria, Everyone Got to be an Influencer

In The Daily Scoop by Lauren Parker, Accessories Magazine

Across industries, brands are trying to figure out new ways to engage with us as consumers. That’s why every day we see news of pop-ups, experiential store conceptsinfluencer collaborations, panel discussions, conferencesfestivals and other types of temporary Instagrammable activationsfrom ice cream “museums” to rosé “mansions.”Even Sephora, evidently America’s largest prestige beauty retailer (LVMH, its owner, doesn’t break out individual sales figures), isn’t immune to changing consumer shopping behaviors, so this year, it invented Sephoria, which was essentially a combination of all of the above.

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