Bloomingdale’s, Cotton Inc. roll out 1-minute shoppable fashion show

Dive Brief: Bloomingdale’s and Cotton Incorporated rolled out an interactive 60-second video fashion show where viewers can click to browse and buy featured outfits and share directly on social media, according to a press release. The interactive video went up on fashion site Who What Wear on Sept. 7 and shoppers can select from more than 80 items. The shoppable video, hosted by celebrity Kristin Cavallari, aims to reach millennials and Gen Z, a group Kim Kitchings, senior vice president of consumer marketing at Cotton Inc., described in the release as "Generation App." The virtual runway features young models walking a catwalk wearing various cotton-based items that can be found online and in Bloomingdale’s stores. Clicking on the video opens a page highlighting that model’s outfit with a call-to-action to "Tap Image To Shop The Look." Doing so enables users to see the outfit in more detail, find product details, share to social media and purchase. Dive Insight: The effort leverages the interest in the runway experience during the fall edition of New York Fashion Week, which runs through Sept. 13, as well as the surge in fashion-related marketing during the annual gathering of designers. Taking a joint approach, […]

By | 2017-09-09T09:38:13+00:00 September 9th, 2017|Marketing|0 Comments