Brands keep it “cool for the summer” with pop-up shop on Boston’s iconic Newbury Street
Tuesday May 31, 2016
Rue La La, a leading e-commerce destination connecting world-class brands with the next-generation shopper, has partnered with Cotton Incorporated for a second year. To kick off the collaborations, the brands will launch a custom-developed pop-up shop.
The co-branded #SummerofCotton pop-up shop will be located at 144 Newbury Street in Boston for two days only, on June 4 and 5. The first of its kind for Rue La La and Cotton Incorporated, the pop-up shop gives customers exclusive access to shop the collection early (before becoming available on RueLaLa.com on June 6) and provides the opportunity to experience the product in person. The brands showcase how cotton is so “cool for the summer” with outfit solutions for the season’s to-dos, from beach weddings to picnics in the park to music festivals.
“Rue is known for its fun and approachable take on fashion, as well as our keen art of storytelling,” said Jeff Steeves, Senior Vice President Marketing, Rue La La. “Members expect this full experience when shopping on Rue, from the product they buy to the content they consume. Through this pop-up shop we are taking it one step further doing what we do best online – offline.”
“The pop-up shop concept evolves our collaboration with Rue La La in an exciting way,” explains Kim Kitchings, Senior Vice President Consumer Marketing, Cotton Incorporated. “Today, retailers and consumers are trying to find the balance between online and in-store shopping. A concept pop-up shop bridges the gap and gives consumers a chance to touch and feel a curated collection of fine cotton apparel available through Rue La La.”
At the weekend pop-up shop, a DJ, a fashion illustrator, a GIF photo booth, sweet treats, free tote bags, and (on Sunday) blogger Jacey Duprie of Damsel In Dior will all be on location. Duprie, the daughter of a South Texas cotton farmer, is a natural fit for the event.
Upon conclusion of the physical pop-up shop on Sunday, the cotton Boutiques will take over www.ruelala.com at 3PM ET on Monday, June 6. This multichannel experience brings the pop-up shop to life online for Rue La La’s 16-million-strong Member base.
“An enormous amount of the products Rue carries, from fashion to home, are made with cotton, so the continuation of this partnership is very natural and seamless for both of us,” said Steeves.
The pop-up shop will be located in Boston at 144 Newbury Street. Hours of operation are from 11AM to 4PM both Saturday and Sunday, June 4 and June 5. The online shop opens at 3PM on June 6 and is live for seven days. The partnership continues in October with a new online shopping experience.
About Rue La La
Rue La La strives to be the most engaging off-price, online style destination connecting world-class brands with the next generation shopper. Each day, Rue La La Members discover the most desired men’s, women’s, and children’s apparel and accessories; home décor and accents; and exclusive destinations and experiences. Rue La La’s engaging approach to retail has brought theater and excitement to online shopping, creating a captivating e-commerce destination that strategically supports its brand partners and inspires its Members daily. Rue La La is ranked #8 on Internet Retailer’s 2016 Mobile 500 List.Visit us at www.ruelala.com.
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.