M.M.LaFleur opened a pop-up shop in Washington, D.C.—a move that aims to expand its audience, but instead caters to its existing fanbase.

WHAT HAPPENED: The brand opened its second concept store, M.M. To Go, in D.C.’s Union Station, with plans to open in Boston and Chicago later this year. Its first concept store opened in New York City’s Financial District this fall.

WHY IT MATTERS

Focusing on digital marketing and advanced analytics would widen M.M.LaFleur’s customer base faster than pop-up shops. The brand says that the rise of Facebook ad costs led it to invest in new marketing channels like M.M To Go. While it’s undeniable that digital marketing costs continue to surge, the brand should look to grow its digital presence organically by partnering with more notable brand ambassadors and launching more collaborations, all of which can drive a stronger social media following. The brand should also incorporate more data analytics that could create personalized shopping experiences and, in turn, more loyal customers. The success of its “Bento Box” (80% of its sales in 2017), a curated style box hand-picked by stylists, similar to Stitch Fix’s model, shows that its customers crave a personalized and convenient shopping experience. The company discontinued the service, but introducing an enhanced version, incorporating personalized data would cultivate a more diversified customer base.