withers and co Retailtainment and Shoppable Content

Two New Words for you "Retailtainment" and "Shoppable Content"

With season two of “Emily in Paris” just around the corner, the show’s producers and the network parent company wanted to find a way to celebrate the show through merchandise, touching on the fashion-forward nature of its Parisian setting and reflective of the characters’ own wardrobes.

They decided on an apparel line, created with multiple luxury brands and led by Mindy Lin Prugnaud of Mint Group, according to Forbes.

The release is set for Dec. 22 on a dedicated online store and on Saks.com, coinciding with the show’s second season, and the minds behind it are calling it “retailtainment,” or “shoppable content.”

According to L'Officiel, the online store will also include macarons made by a French pastry chef, designer earrings, necklaces, sunglasses and bags.

Source: Brendan Menapace.