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11/10/2020

Anne Klein debuts live Facebook shopping

Dan Berthiaume
Senior Editor, Technology
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A specialty women’s fashion brand is launching the first of a four-part series of live shopping events on Facebook.

Anne Klein is among the brands chosen to initially roll out the live in-app shopping feature of Facebook Shop. Introduced in August 2020, Facebook Shop is designed to provide new way for customers to discover and buy products from a single location within the Facebook app. Live Shopping, a function designed to make it easier for consumers to shop in real time directly from a video, has already been implemented on Instagram and is now coming out of pilot on Facebook.

At 5 p.m. ET on Tuesday, Nov. 10, Anne Klein will commence its four-part Facebook Shop live shopping program, “Celebrate the Holidays with Anne Klein.” Hosted by Anne Klein founder's granddaughter Jesse Gre Rubinstein, each of the live-streamed, online sales events offers limited-time exclusive promotions and products from the Anne Klein collection which can be purchased in-app during the stream.    

Building upon Anne Klein’s “Women Who Do” Facebook series launched in May 2020, each holiday webisode will feature interactive conversations with women who are inspiring others and making a difference in their community during the COVID-19 pandemic. The first event in the series features a “woman behind the mask,” a single mother and RN who will share her story of going above and beyond for her family, friends and patients at Mount Sinai Hospital, New York City.

Additional shows will include a Black Friday show on Nov. 27 which brings a “Super Mom” and her family of foster children virtually to the set, a Cyber Monday show on Nov. 30 focused on “putting your best foot forward” with a guest entrepreneur, and a final surprise show on Dec. 12.

"We are excited to be among a limited group of brands partnering with Facebook to launch Facebook Shop's live shopping program for the holiday season," said Effy Zinkin, COO at WHP Global, owner of the Anne Klein brand. "Live shopping is a fast-emerging method of digital commerce and offers the Anne Klein customer a new way to shop the brand in a place we know they are already engaging."

"Facebook's new Shop feature provides an exciting real-time opportunity to engage with our customers, which today, as we know, is critical to do,” said series host and brand ambassador Jesse Gre Rubinstein. “This is not only the next wave of shopping, but also provides another way to honor my grandmother's legacy, by recognizing and giving a voice to special women who are doing amazing things for their communities."