- Online retailer Zulily partnered with TV personality and hair stylist Jonathan Van Ness (“Queer Eye”) on a limited-edition holiday-themed product called the Slay Button, in keeping with details shared with Marketing Dive.
- The Slay Button is designed to assist reduce stress and empower mothers amid the chaos of the vacation shopping season. The button, which will be purchased online, plays a series of empowering affirmations voiced by Van Ness.
- The launch is backed by research finding that 86% of mothers are the first planner for the holidays of their families. The effort sees Zulily getting a jump on the season and arrives during a critical time for the retailer, which former owner Qurate Retail Group sold to non-public equity firm Regent in May.
Zulily desires to deliver positive affirmations to busy mothers this holiday season with the launch of the Slay Button, a lighthearted, slang-inspired novelty product billed as the primary of its kind. With many no stranger to the chaos of the season, the product could ring a bell: According to data cited in the discharge, 61% of mothers estimate they spend over 75 hours on holiday tasks, meaning that added encouragement is probably going welcomed.
“Moms are sometimes responsible for making the holidays special for everyone, yet a lot of their work goes unseen,” said Zulily CMO Denise Jaeschke in the discharge. “We recognize the mental load feels heavier in the course of the holiday season and desired to offer words of encouragement to make sure mothers feel appreciated for all that they do.”
With the assistance of Van Ness, the Slay Button will deliver five different empowering affirmations to mothers reminding them that they’re “slaying the vacation season,” while dually urging them to have fun themselves. The Slay Button is out there online while supplies last and is retailing for $16.99. Van Ness has often been enlisted for playful marketing stunts, having up to now teamed with brands including PepsiCo’s SodaStream, Hotels.com, Smirnoff and carsharing platform Getaround.
Attempting to curb the stress of holiday shoppers this season could help the corporate grow brand loyalty during a critical time for business. In May, Zulily’s former owner, Qurate Retail Group, sold the Zulily e-commerce unit to Los Angeles-based global investment firm Regent following a rough stretch of business that saw the retailer commonly posting the most important declines and losses in revenue inside Qurate’s brand portfolio. Paired with financial struggles — which included an operating lack of $43 million in the primary quarter alone — the retailer in March laid off an undisclosed number of individuals on its corporate teams.
However, the holidays could provide opportunity for a comeback, especially as consumers proceed to grapple with the impacts of inflation. While consumers this yr plan to spend a median of $1,652, a complete that surpasses prepandemic levels for the primary time, 54% plan so as to add items to a wish list or online shopping cart to carry out for deals, up from 48% in 2022, in keeping with Deloitte’s 2023 Holiday Retail Survey. Additionally, online-only retailers and mass merchants are probably the most preferred shopping formats for 2023 at 63% and 53%, respectively. In release details, Zulily bills itself as being “on a mission to revolutionize discount shopping,” touting year-round budget-friendly options and a concentrate on markdowns.
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