The First Shoppable 60-Second Fashion Show
As a freelance Senior Project Manager for Fathom Communications, I served as the agency project manager and client lead for a multichannel marketing program for our client Cotton Inc., which included a live event in NYC, custom video shoot and video content, media partnership and digital advertising, a retail partnership, and comprehensive program branding with style guides. The goal of the program was to promote cotton-rich apparel to a younger, fashion-forward consumer in tandem with New York Fashion Week in September 2017. To achieve this, we partnered with Bloomingdale's to create a series of cotton-rich looks for a live fashion show and campaign preview event in NYC in late August, hosted by Kristin Cavallari. We transformed one of midtown’s most iconic venues into a branded fashion show filled with fashion elites and influencers. The influencers received special behind-the-scenes access and covered the campaign on their social channels and blogs.
Before the live event, we staged a full-day video shoot in the same location with our models that we turned into a fully shoppable minute-long video experience— a sharable, mobile-friendly, social-forward virtual fashion show.
The video launched in tandem with Fashion Week with our media partner WhoWhatWear and via digital advertising. Additionally, consumers could shop the looks in Bloomingdale’s stores, which launched a series of in-store promotions.
Shoppable Video
The partnership centered on the creation of a shoppable fashion show, which was launched in tandem with New York Fashion Week. The video allowed viewers to create outfits, see product information, share on social, and purchase their favorite looks.
Behind the Scenes
In addition to the main video, we worked with the video team to create several cutdowns and bonus content for various channels, including this behind-the-scenes video featuring interviews with the influencers, as well as a backstage interview with host Kristin Cavallari and a video featuring style and beauty tips from the glam squad in charge of making our models runway-ready.