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Getting Real and Going Live in Retail

American lifestyle brand Pendleton Woolen Mills is going live today to launch the grand opening of its flagship store in Portland, Ore. It’ll also screen a documentary, The Fabric of Pendleton, a story of a fifth generation wool rancher and his family’s 100-year partnership with Pendleton. Using Brandlive’s live video platform, the wool brand will invite consumers from around the world to participate in the launch and screening.

As part of the live feed, viewers will get to learn more about the story behind the infamous wool shirts and the faces of Pendleton. In talking about why the company chose to go live with the event, Kathy Monaghan, the Director of Marketing for Pendleton said:

“We wish to use this milestone event as an opportunity to connect with Pendleton customers to bring them into the story and celebrate the unique American story of Pendleton Woolen Mills. Through live video, we are able to invite audiences to share this very authentic experience with us.”

Pendleton is one of many brands that is leveraging live video to bring authentic experiences directly to their consumers. Live video is engaging, and studies show that viewers spend more time on live streams than pre-recorded content. This new trend is a signal that brands are quickly becoming publishers and giving their consumers unique and unscripted experiences. Live video provides a direct line and real-time communication channels with viewers.

Brandlive’s CEO Fritz Brumder added:

“Brands like Pendleton recognize that today’s consumer doesn’t just buy products based on taste and that the brand behind the products is equally important. Having an authentic voice, a dedication to quality and a direct channel to the consumer allows Pendleton to continue to innovate and be true to their brand.”

The livestream will be held today at 6:30 – 7:30 p.m. PDT. (You can find that stream here: http://alchemyclub.live/c/thefabricofpendleton)

Brandlive has powered more than 6,000 events to-date, with brands like adidas for Yoga day, a four-hour Cyber Monday event for Walmart, a healthcare town hall for Healthsparq and many other live events. The company also offers a live video inspiration guide for brands and retailers that are curious about getting into live video.