Dive Brief:

• Facebook partnered with Anne Klein to debut Facebook Shop's live in-app shopping feature. Last week, the social network kicked off a four-part "Celebrate the Holidays" series of live shopping events with the fashion company, according to a press release. 
• Each of the livestreamed sales has limited-time promotions from the Anne Klein collection that can be purchased in-app during the event, according to the announcement.
• The initiative builds on the brand's previous "Women Who Do" Facebook series launched in May, per the company statement.

Dive Insight:

For Anne Klein, live shopping offers a brand a chance to engage with its customers and venture into an emerging e-commerce channel, Effy Zinkin, COO at Anne Klein-owner WHP Global, said in a statement.

Jesse Gre Rubinstein, granddaughter of Anne Klein's founder and brand ambassador will host each of the events. The first episode of the series launched last week, with additional shows set for Black Friday and Cyber Monday. The final sales event will take place on Dec. 15.

The series is a continuation of the brand's effort to connect with consumers remotely. Anne Klein launched the "Women Who Do" series to reach consumers who were increasingly livestreaming content from home during the COVID-19 pandemic. The strategy also follows the acquisition of Anne Klein by WHP Global, a brand management company, in 2019.

Facebook joins other companies, including LG and TikTok, in experimenting with shoppable livestream content. The launch of the series with Anne Klein comes after the social network introduced a shopping section on Facebook in August. As the coronavirus pandemic continues, brands have been forced to connect with homebound consumers from afar.