Maison Margiela Fragrances Heads to L.A. for Holiday Pop-up

Maison Margiela Fragrances is heading to the West Coast for the holiday season. On Nov. 4, the brand will open a pop-up at Westfield Century City that will run through Dec. 31. It will showcase all 10 fragrances in Margiela Fragrances’ Replica collection, and is slated to be the brand’s “number-one door in brick-and-mortar,” according to Alexandre Choueiri, president of L’Oréal’s international designer collections in the U.S. “Since 2017, we’ve been implementing the pop-up strategy on several brands and every time the success has been driven by a combination of awareness, earned media value, the presence of the store,” said Choueiri. “A lot of them have overdelivered in sales, which has surprised us. We thought it would take some time to get them up and running and some of them have really surprised us in terms of sales.” According to Choueiri, YSL Beauté more than tripled the volume it was selling at Nordstrom when doing a pop-up in several locations in California and Florida from March to July. This translated to “very high double-digit growth” during the three months after the pop-up ended. A look at Maison Margiela Fragrances’ Los Angeles pop-up in Century City.  Courtesy Image The Maison Margiela Fragrances pop-up will feature customization services, including

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