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LINGERIE A GO-GO: Fleur du Mal is joining the m-commerce club. The lingerie and lifestyle brand founded by Jennifer Zuccarini in 2012 has launched a mobile site featuring shoppable editorials, touch-optimized UX, social media integration and a mobile pop-up store, created in partnership with multichannel technology firm Usablenet. Carin van Vuuren, Usablenet’s chief marketing officer, said the company put an emphasis on designing the site with optimum speed. “Consumers today have lost their patience with the little spinny wheels,” she said. “It was meaningful for us to create a touch experience that [feels like] a sensory experience.”

The geolocation-enabled mobile pop-up store functionality enables the brand to create a “store within a store” and target users with unique product offerings, special deals and targeted campaigns, based on predetermined triggers like entering a specific location or event. Zuccarini thinks that the pop-ups address the challenge of getting consumers to shop for lingerie online versus in-store. “It really allows our customer to discover the brand; they want to touch and feel,” she said. “We offer free shipping and returns online, too — which is rare for a small brand.” The next pop-up is slated to open in July in New York.

This story first appeared in the May 29, 2013 issue of WWD. Subscribe Today.

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