These live shopping events are evolving into something resembling group retail therapy, according to Betabrand Founder Chris Lindland. “People are craving any kind of connection right now,” he says, “and if we can provide our customers the water cooler they’re missing at work, I couldn’t be happier.”
Originally filmed in Betabrand’s San Francisco offices, the show now goes on remotely with staff designers, stylists, and social-media managers leading discussions about comfortable clothing to work from home in — exactly what they’re doing. “The show feels particularly resonant to our customers,” says Lindland, “because they’re witnessing our employees literally working from home, just like they are, wearing our latest Dress Pant Yoga Pants.”
Live video is the medium of the moment: Facebook Live is more popular than ever, and people are using corporate Zoom accounts to run virtual bars and trivia contests. Is a revolution in live interactive commerce soon to follow?
Says Lindland, “We’re excited to see where the conversation goes each week. It’s a dynamic new venue, where customers and coworkers alike can come together and talk shop. And if people also purchase our pants, all the better.”
The next show takes place this Friday (March 27, 2020), with the brand enthusiastically exploring new ways to interact with at-home fans. “I’m looking forward to staging the world’s first WFH runway fashion show,” Lindland says. “But more on that next week.”
About Betabrand:
San Francisco-based Betabrand gives consumers a voice in design, inviting them directly into clothing's creative process. From a product's first sketch to the last pixel, Betabrand's fans decide what's next.
Learn more at betabrand.com