As fashion shows go, the one that took place on Facebook Live in April 2021 was unique. The first model to strut down the catwalk was Cindy, a seven-month-old puppy wearing a green and blue canine flotation device. Next up was Mandalay, a tan dog wearing a fleece hoodie with built-in backpack. The omnichannel team at Petco, headed by chief marketing officer Katie Nauman, organized the livestream event, which highlighted canine outfits from two of its house brands. Each item modeled was featured prominently at the bottom of the screen. “If you see something you like, you can just click it and immediately make your purchase,” the host explained. “Get your wallets ready!”
A version of this article appeared in the September–October 2022 issue of Harvard Business Review.
