The problem, Marc Jacobs chief merchandising officer Robert Rizzolo told Fashinnovation Worldwide Talks attendees in Manhattan this week, is that the LVMH maison lacked the inventory to back up the sudden clamor for a product that was "not necessarily the biggest investment."
Marc Jacobs is finding TikTok to be a gold mine of actionable customer insight. When a bag launched in three colorways, Rizzolo said a TikTok user who asked for the product in pink racked up 5,000 likes. The merchandising team went "straight to design with that live feedback," he said, floating out a roadmap to deliver the rosy color for fall.
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