Flash-sale site Rue La La is expanding on its Cotton Incorporated partnership, this time adding Molly Sims as the ambassador for the three remaining site-wide cotton campaign takeover days.
Robin Domeniconi, Rue’s chief marketing officer, said the company has done structured partnerships before, such as with Norwegian Cruise Lines and 20th Century Fox, which helped provide the movie “Spy” with some exposure before it hit theaters. The one with Cotton Inc. represents the first time the site has allowed for takeover days, which will incorporate curated picks for boutiques targeting women, men, children and home. The theme of the campaign is “Cotton. It’s Your Favorite for a Reason.”
As part of the program, Rue has partnered with select designers to create cotton-rich merchandise exclusively for the site during the takeover days in September and November. Participants include: Lafayette 148, Alice & Trixie, Current/Elliott, Nanette Lepore and J. McLaughlin.
The business model for the programming event is that of a typical integrated marketing program. That generally includes a set fee, plus a percentage of the revenues. For the Cotton Inc. events, there won’t be any revenue sharing as the “proceeds have been earmarked for an educational scholarship for two schools to benefit young, up-and-coming designers, as well as have them think about working with cotton” when designing apparel, Domeniconi said.
The first Cotton takeover day was in May, while the remaining three for the program between July 13 and November 2015 will feature Sims showing how she incorporates cotton into her life as well as a curation of her favorite cotton-rich fashion and home items on Rue’s site. Each takeover day also starts a 30-day standing shop containing cotton-related merchandise.
Domeniconi said Rue’s membership base is around 15 million, and that Cotton wanted to engage with Rue’s members to highlight the fabric, from product to editorial content ranging from the advantages of Cotton to how to care for the fabric.
Ric Hendee, senior vice president for consumer marketing for Cotton Inc. said, “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.”
Sims, whose favorite apparel and home items are made of cotton, said, “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.”