BOSTON, July 13, 2015 /PRNewswire-USNewswire/ — Rue La La (www.ruelala.com), a leading ecommerce destination, today announces actress, model and author Molly Sims as the face of its “Cotton. It’s Your Favorite for a Reason.℠” campaign with Cotton Incorporated.
As the spokesperson, Sims will offer exclusive style inspiration on how she incorporates cotton into her life and will curate a shoppable selection of her favorite cotton-rich fashion and home items on Rue La La. In addition, Sims will serve as the partnership’s media ambassador, and host a fashion event where a collection of bespoke cotton pieces made specifically for the campaign will be revealed.
“I’ve been shopping on Rue La La for years and most of my favorite clothing and home items are made of cotton, so I am very excited to be a part of this partnership,” said Molly Sims. “I am always on the lookout for items that are affordable, yet stylish and durable, and I want to feel confident that my purchases will last for a long time. I’m looking forward to sharing what I’ve learned with Rue La La’s Members and inspiring them to incorporate cotton into their everyday lives.”
The multi-platform, nationwide initiative between Rue La La and Cotton Incorporated marks Rue La La’s longest-ever partnership of this kind. It kicked off in May, with Rue La La’s first full site-wide takeover featuring only cotton-rich items, as well as the launch of a 30-day standing shop containing immersive cotton-related content. Sims will be integrated into the program from July 13th through November 2015, serving as the face of the three remaining site-wide cotton takeovers, selecting her favorite cotton pieces and providing style inspiration for each.
Each takeover will include a curated “Editor’s Picks” Boutique for women, men, children and home; and an updated 30-day standing shop featuring further immersive cotton-related content. Rue La La will support the partnership through its social media channels, dedicated emails to its 15-million strong Member base, and brand all packaging with cotton-specific tips. Lastly, Rue La La collaborated with some of their most popular designers to create bespoke cotton-rich pieces available exclusively during the cotton takeovers on the site in September and November, with proceeds benefitting an educational scholarship.
“The “It’s Your Favorite for a Reason.SM” campaign uses real stories from real people to authentically illustrate that cotton is an ingredient in many favorite apparel items, and encourages consumers to check product labels for cotton content” explains Ric Hendee, Senior Vice President, Consumer Marketing, for Cotton Incorporated. “Rue La La is an ideal platform that allows us to share the cotton message alongside actual cotton items for purchase and show the versatility of the fiber in a stylish, inspiring way.”
Rue La La has emerged as a powerful marketing platform for brands, allowing them to access a highly engaged audience in an organic, exciting way. A variety of non-traditional retail brands and entertainment properties including Dell, British Airways and 20th Century Fox have created highly curated, custom campaigns with Rue La La to naturally merge content and commerce for engaging brand storytelling alongside a sales mechanism that delivers tangible results. Brands that sell on Rue La La see a positive response as 90% of members say that after they see a brand on the site, they are more likely to buy that brand in the future. Even more powerful, 56% of Members who have purchased a brand for the first time on Rue La La will then seek out the brand to buy direct.
“Our goal at Rue La La is to inspire and engage our Members through highly-curated sales and new content every single day,” explained Rue La La Chief Marketing Office Robin Domeniconi. “We’re excited to have Molly Sims on board to tell the Cotton and Rue La La story – we love her style aesthetic and attitude. This type of partnership is an integral part of Rue La La’s DNA to keep our Members engaged and coming back to the site.”
The first sale including tips and favorites of Molly Sims will begin on July 13th at 3:00 PM ET on www.ruelala.com/cotton.