Unleash Holiday Glamour with Jonathan Van Ness: Zulily's Ultimate ‘Slay Button’ Experience
Zulily collaborates with Queer Eye star Jonathan Van Ness for the holidays, introducing the empowering 'Slay Button' Designed to uplift moms during the chaotic shopping season, this button features five affirmations to boost confidence and spread positivity
Article Brief:
The Slay Button, a limited-edition holiday-themed product, was created by online retailer Zulily in collaboration with Jonathan Van Ness, the well-known TV personality and hair stylist from "Queer Eye". This exciting information was shared exclusively with Our Website.
The Slay Button aims to alleviate stress and empower mothers amidst the bustling holiday shopping season. Available for purchase online, this button plays a collection of encouraging affirmations narrated by Van Ness.
This launch is supported by research revealing that 86% of mothers are the main organizers for holiday festivities within their families. Zulily's initiative allows them to seize an early advantage during this crucial period for the retailer, following its sale by former owner Qurate Retail Group to private equity firm Regent in May.
Article Insight:
: Zulily aims to uplift busy moms during the holiday season with the introduction of the Slay Button. This quirky and innovative novelty item, touted as a pioneering creation, seeks to provide positive affirmations. Given that 61% of moms estimate spending over 75 hours on holiday tasks, additional motivation is undoubtedly appreciated.Zulily CMO Denise Jaeschke stated that moms are often responsible for making the holidays special, yet their efforts often go unnoticed. To show appreciation, Zulily has partnered with Van Ness to create the Slay Button, which delivers empowering affirmations to moms, reminding them that they are "slaying the holiday season" and encouraging them to celebrate themselves. The Slay Button can be purchased online for $16.99, while supplies last. Van Ness has previously collaborated with brands like PepsiCo's SodaStream, Hotels.com, Smirnoff, and Getaround.
Rewriting:
Taking steps to alleviate the stress of holiday shoppers this season could contribute to the company building a stronger sense of brand loyalty during this crucial period for business. Zulily, previously owned by Qurate Retail Group, faced numerous challenges in recent times, including significant declines and revenue losses compared to other brands within Qurate's portfolio. In response to their financial difficulties, which included an operating loss of $43 million in the first quarter alone, the retailer had to lay off an undisclosed number of employees from its corporate teams in March.
Nevertheless, the holiday season presents an opportunity for a potential comeback, especially as consumers grapple with the effects of inflation. Deloitte's 2023 Holiday Retail Survey reveals that while consumers plan to spend an average of $1,652 this year, surpassing pre-pandemic levels for the first time, 54% of them intend to create a wish list or add items to their online shopping carts to wait for deals, compared to 48% in 2022. Furthermore, online-only retailers and mass merchants are the preferred shopping formats for 63% and 53% of consumers respectively in 2023. Zulily positions itself as a discount shopping pioneer, emphasizing its year-round availability of budget-friendly options and a strong emphasis on markdowns.
