H&M’s millennial brand bets on livestream shopping

In a fitting room next to a rail of clothing, two women discussed fashion trends and their favourite pieces of the season, as well as their outfit choices that day. It could have been two friends sharing tips while shopping, but Monki editor-in-chief Eleonore Nygårds and buyer Nina Gomes were being filmed and broadcast to users across the H&M-owned brand’s 19 markets, who had tuned in for the label’s first-ever livestream shopping experience. Read more…