"Five years ago, Roller Rabbit relied on being stocked at wholesalers like Macy's and Nordstrom to get their products in front of new customers. This year, they called Lilly Sisto. Since exiting wholesale a few years ago, the apparel label has embraced collaborations as a marketing strategy, mostly with other brands, like Starbucks or Moncler. But last month, it dropped a collection with Sisto, its first collab with an influencer in four years."
"The included pyjamas, loungewear and intimates featured plenty of nods to Sisto's life, from the prints inspired by her favourite places a croissant-covered tank-and-short set for Paris, pigs and horseshoes for Texas to the launch campaign, which starred Sisto alongside her sisters, mom and nephews, who her followers recognised from watching her Instagram Stories. The personal approach worked: 38 percent of the customers who shopped Sisto's collab were new to the brand."
Roller Rabbit transitioned away from wholesale and pivoted to collaborations as a primary marketing tactic, partnering mainly with brands before returning to influencer-led projects. The Lilly Sisto collection of pyjamas, loungewear and intimates incorporated personal motifs tied to Sisto’s life and a campaign featuring her family, which resonated with her followers. The collab drove meaningful customer acquisition, with 38 percent of purchasers new to Roller Rabbit. Company leadership views influencer projects as offering opportunities similar to past wholesale exposure. Broader retail movement shows brands restarting influencer collaborations after a slowdown in the early 2020s due to controversies and creator economics.
Read at www.businessoffashion.com
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