Bloomingdale’s, Cotton Inc. to Launch 60-Second Shoppable Fashion Show

Get ready for one-minute fashion.
Cotton Inc. and Bloomingdale’s will launch the first 60-second shoppable fashion show. Hosted by lifestyle celebrity Kristin Cavallari, the fully interactive video will be available online at Who What Wear beginning Thursday, where shoppers can select outfits, access product information, share social media platforms and purchase items directly from the runway.
“Millennials and Generation Z — who we’re calling ‘Generation App’ — are seeking style and comfort in their clothing and convenience in their shopping experience, a combination that’s not always easy to find,” said Kim Kitchings, senior vice president of consumer marketing at Cotton Inc. She said in collaboration with Bloomingdale’s, they’re making quality fabric and fashion accessible in seconds, “and you have to attend Fashion Week to get the look.”
Cotton’s 60-second fashion show merges a runway experience directly to a shopping opportunity on their mobile phone, where this generation spends a great deal of time. Seven in 10 Generation Z consumers and eight in 10 Millennial consumers said they browse for clothing on their smartphones, significantly higher than that of consumers overall (58 percent), according to Cotton Inc.’s Lifestyle Monitor. The survey further revealed that 45 percent of Millennials prefer shopping online.
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