Apr 27, 2020, 06:28am EDT
Rapid Evolution: Three Ways The Pandemic Will Revolutionize Retail
Apr 26, 2020, 01:31pm EDT
Under Starters Orders, Retailers Are Chomping At The Bit But Need Guidance On How Lockdown Will Be Lifted
Why Primark's Plan To 'Come Back With A Bang' Is Fundamentally Flawed
Why A Boohoo Bad Taste Face Mask Has Sir Philip Green With Envy
Is Uninspiring Retail Really Worth Saving?
Why Retailers Need To Make Us Feel Safe If We're To Return To The High Street
When The Going Gets Tough, We Can Rely On Retail
When An Essential Is Not Just An Essential, It's A Necessity. Welcome To The Mad Mad World Of 2020 Britain
Mar 29, 2020, 02:53am EDT
Zero Contact Everything: Coronavirus Causes The Rapid Rise Of 'No Touch' Retail
Could 'Revenge Spending' Help Retail Recover From Coronavirus?
Aug 16, 2019, 02:59pm EDT |
Amazon's Latest Fashion Partnership With Cotton Inc. Leans Big On Influencers And Brand Activations
Mario AbadFormer Contributor
I write about global fashion businesses in the designer/luxury market.
Marissa Fuchs (@fashionambitionist) and Patrick Vannegri (@patrickvannegri) wearing pieces from the ... [+] Cotton Style House collection.
Courtesy of Cotton Incorporated
Cotton Incorporated, the non-profit research and promotion company representing cotton in the U.S., teamed up with Amazon once again for another fashion and commerce partnership.
The result is Cotton Style House, a limited-edition online shop available on Amazon where shoppers can purchase a variety of cotton apparel from an assortment of brands, including J.Crew, For Love & Lemons, American Apparel, and A|X Armani Exchange. The shop was curated by top stylist Irma Martinez, who is known for her work with celebrities such as Pitbull, Serena Williams, and Sofia Vergara.
Jill Wallace (@littleblackboots) wearing pieces from the Cotton Style House collection.
The company leaned big on a select group of fashion, travel, and fitness Instagram influencers to mark this partnership, whose styles served as inspiration for the curated shop and assortment of products.
"For the Cotton Style House Collection, I've drawn inspiration from influencers with amazing style that are really making an impact in the fashion world," expressed Martinez. "The best thing about the collection is that - much like the fabric that is its center-piece - every apparel category is versatile, offering shoppers an opportunity to see themselves in the unique pieces from a diverse set of versatile brands and designers."
In addition, Cotton Inc. hosted a pop-up and brand activation in Montauk Beach, New York last month to celebrate the collection, where influencers took part in a variety of activities promoting the shop to their hundreds and thousands of Instagram followers. (The hotel's activities were free and open to the public.) Fashion and wellness experiences, workshops, and cotton-related panel discussions were just some of the activities guests took part in. They could also purchase any of the cotton products in the shop through an on-site kiosk that enabled them to order from Amazon and deliver to their address directly.
Holiday 2020: A Mixed Bag For Retailers
Melody Acevedo (@melodyslife) wearing pieces from the Cotton Style House collection.
This is not the first time Cotton Incorporated has partnered with the online tech giant. Last fall, the non-profit collaborated with Amazon to create a fashion show during New York Fashion Week that was broadcast via Amazon Live.
Marissa Barlin, director of strategic alliances for Cotton Incorporated, said that the partnership is a way to get more people, particularly stylish, younger, and on-the-go shoppers, to see the appeal and benefits of wearing cotton apparel. "This season, the Cotton Style House Collection lets you easily purchase the summer's hottest looks with just a couple clicks," she explained. "Whether you're on the go, working out, hitting the town at night, or jetting off on your next vacation, it's cotton's breathability and versatility that can take you through your day."
Amazon, who continues to set initiatives aimed at bolstering its fashion business, is another big proponent of influencer-driven style. The e-tailer recently announced a drop-driven fashion model called "The Drop," where limited-edition street-style collections designed by global influencers are released at different times on the company's site.
The Cotton Style House collection on Amazon.com/ShopCotton is available now and runs through August 31.
Check out my website.
I'm passionate about the intersection of fashion, retail and business. From legacy megabrands to independent luxury designers, I cover all facets of how brands are…
I'm passionate about the intersection of fashion, retail and business. From legacy megabrands to independent luxury designers, I cover all facets of how brands are operating and adapting in today's fast-paced, always-changing climate. I'm constantly keeping up with the news cycle, from quarterly earnings reports to the ready-to-wear shows, I bring an analytical eye to fashion's creative and financial output. As a fashion journalist, I enjoy speaking with industry leaders and executives who are making change happen.