THE PARTNERSHIP. The most engaging online style destination connecting world-class brands, and now fibers, to the next-generation shopper.

Transcription

1 +

2 THE PARTNERSHIP The most engaging online style destination connecting world-class brands, and now fibers, to the next-generation shopper. An Innovative solution. It s only Natural.

3 THE PARTNERSHIP An innovative partnership that taps into Rue La La s strong editorial platform paired with an effective sales channel engaging our 15 million members hearts, minds and wallets in favor of Cotton. A campaign that hits every touch point of a member s journey through their daily Rue La La visit resulting in a unique, immersive experience. Strengthen Cotton s personal relationship with its primary target-women, ages Motivate consumers to Look for Cotton when shopping for clothes and home goods Remind consumers about all the amazing benefits of Cotton; comfort, durability, ease of care, versatility, breathability, cost per wear, etc. Results must yield a partnership that is national in scope, press worthy, drives sales in Cotton and integrated across all media platforms.

4 4 SITE TAKEOVERS GOAL: Strong editorial platform paired with an effective sales channel From May November 2015, Rue La La created four site takeovers dedicated to immersing Members in all things Cotton. Each Site Takeover launched with a dedicated to the entire active Rue Member file (4M), as well as a push alert to our mobile app users, prompting them to click through to start shopping.

5 30-DAY CONTENT PAGES GOAL: Remind consumers about all the amazing benefits of Cotton 30-day Cotton Spotlight was accessible via a custom boutique door on the Rue La La homepage showcasing the comfort, durability, ease of care, versatility, breathability, etc. Activation zones featured an array of custom content from video and look books, to editorial sound bites from celebrity spokesperson, Molly Sims and shoppable areas to purchase cotton basics.

6 THE EXCLUSIVE COLLECTION GOAL: To work with fashion designers, style icons or artists to create a Bespoke Cotton Collection sold exclusively on Rue. Tapping into Rue La La s relationships with brands and designers, a Bespoke Collection was developed and showcased onsite during the September take-over. Designers included: Michael Stars, Nanette Lepore, Hudson Jeans, Lafayette 148 New York, J. McLaughlin, Chaser, and more. Celebrity spokesperson, Molly Sims, revealed the custom Bespoke Collection at a NYC Event in September. Net proceeds from the Bespoke Collection sales were donated to a FIDM scholarship fund.

7 RUE LA LA BOXES GOAL: Leveraged Cotton beyond the average print ad. Provided helpful (and relatable) tips on boxes. Rue La La has been printing the Cotton logo with a fun quote or tip on approximately 2.5 million boxes. These boxes are being sent out over the course of the campaign. Break up with your dry cleaner. Wear Cotton. It s Monday morning. Do you know what s on your label? Inhale. Check your label. 100% cotton. Exhale.

8 LIVE EVENT WITH PRESS COVERAGE GOAL: Present the partnership on a national level across all media platforms including a live press event and TV segment. A showcase event, to coincide with the launch of the Bespoke Collection from the 11 designers was held in New York City in September. Molly Sims hosted the event in conjunction with Rue La La and Cotton (as well as some of the select designers who created the bespoke product).

9 THANK YOU