Rinascimento
Sales and viewership boom with the first Live Shopping fashion show.
Rinascimento is an Italian clothing brand under the Teddy group, specializing in the sale of formal wear, elegant attire, business and leisure clothing. The brand operates physical stores both in Italy and abroad, as well as an online channel.
The brand partnered with Marlene to organize a Live Shopping event on its website to exclusively showcase the Autumn/Winter 2022 collection.
Objectives
- Activate the Live Shopping channel on the eCommerce website to promote online sales
- Launch a disruptive event, unique in the Italian Fashion sector
- Utilize Live Shopping to present the new collection, through interactive and entertaining content
The Live Event
On June 7, 2022, Rinascimento organized a fashion show broadcasted through Live Shopping – the first event of its kind in Italy, where viewers could watch models walk the runway and purchase items from the new collection in real-time.
The fashion show was followed by a half-hour live session with influencer Arianna Bertoncelli and Rinascimento’s Customer Care Manager Arianna Saia, who engaged viewers with styling tips for special occasions.
The live session also featured guests like curvy model and influencer Elisa D’Ospina, showcasing how the brand’s clothing adapts to different body types, promoting body positivity.
The event attracted over 2,000 users during the live broadcast and in the two hours following, with an average viewing time of over 8 minutes and over 4,000 reactions and 250 comments left during the live session.
The event attracted over 2,000 users during the live broadcast and in the two hours following, with an average viewing time of over 8 minutes, over 4,000 reactions and 250 comments left during the live session.
> 8 min
average viewing time of the live stream
Following the live event, the brand doubled its sales compared to the same period the previous year and more than doubled its revenue, registering a +132% increase.
Thanks to the replay, after 12 months, the number of users who had viewed the live event rose to over 20,000 – a 10x increase compared to the day of the live broadcast.
One year later, the Fashion Show continues to attract views, drive traffic, and engage new users who watch the event and make purchases even after the live broadcast.
The outfit worn by influencer Arianna Bertoncelli in the second part of the live session ended up among the brand’s top 3 best-selling items. This demonstrates the effectiveness of combining Live Shopping and Influencer Marketing.
“The live event was a great success, and we are happy with the results achieved. We are convinced of the importance for companies to diversify communication and sales channels, experimenting and testing innovative ways to connect with consumers.”
Alice Passini, Ecommerce Manager Rinascimento
