March 23, 2016
Will Rue La La score well by ‘Dancing with the Stars’?
Flash sales sites are not dead, despite rumors to the contrary. They’ve just gone Hollywood. Earlier this week, Rue La La announced it is partnering with the hit ABC show, “Dancing with the Stars,” to offer themed boutiques on its site.
The first boutique, which went live this past Monday, included dance-worthy women’s clothing, including “heels, fun and flirty dresses and leather pants.” Rue La La will open a new boutique over the following three Mondays to highlight the theme of each week’s show.
Rue La La’s public relations & brand communications director, Trisha Spillane, called teaming up with the show “a very natural partnership for us.”
“Rue is approachable and fun with a little sass thrown in and ‘Dancing with the Stars’ has embodied the same spirit for 21 seasons. For season 22, we can’t wait to team up and share the stage,” said Ms. Spillane in a statement.
To promote its tie-in, Rue La La is offering members the chance to win two tickets to a live taping of the show’s season finale, along with $2,500 in cash to help them make the trip. The sweepstakes runs through March 30.
The flash sales site is hoping that its tie-in will introduce the brand to the millions of fans of the show. Citing Nielsen as its source, Internet Retailer (IR) reported that “Dancing with the Stars” was the tenth most popular regularly televised program in 2015 with an average of 14.6 million viewers on a weekly basis. Rue La La is listed as 84 on IR’s 2015 Top 500 Guide.
- Rue La La and ABC’s “Dancing with the Stars” Cha Cha in Exclusive Partnership – Rue La La/PRNewswire
- Rue La La taps its way onto the ‘Dancing with the Stars’ bandwagon – The Boston Globe
- Flash-sale e-retailer Rue La La goes dancing – Internet Retailer
Photos: Ru La La
BrainTrust
Kai Clarke
CEO, President- American Retail Consultants
Recent Discussions
Discussion Questions
DISCUSSION QUESTIONS: Do you agree that a tie-in with “Dancing with the Stars” is a natural marketing fit for Rue La La? Do you see a bright future for promotional tie-ins such as this executed by flash sales sites?
Poll
This partnership plays on the mindsets and desires of both audiences. I think it’s very smart and will surely inspire emotions and therefore purchases. What’s not to like about exposure to a 14 million-strong shopping base that’s a nice tight match with what both brands stand for?
Kudos to Trisha Millane.
That said, I hope that Rue La La does not overdo the exposure like Wayfair.com does on the HGTV show Fixer Upper. Too many of the same ads is just too many! Rue La La will do much better if they focus on curating selections instead of concentrating on free shipping!
Basis sponsorship issue, right? Does brand Rue La La need what brand Dancing with the Stars has?
Seems we are in a moment of transition for flash fashion sites. They no longer enjoy the brand health they had say three years ago. They are faded and are looking to re-energize the brand.
So an online brand is looking to partner with a 21-year-old broadcast TV brand. Is Rue La La in need of older shoppers? Is brand Rue La La lacking attributes “approachable and fun with a little sass”?
If Rue La La needs that audience and those attributes then it’s a good fit, right? Bright future?
Or as we like to say, “retail ain’t for sissies.”
Rue La La has a good concept that may be successful, depending on the draw of the show. It is certainly another opportunity to test the viability of flash sales sites in today’s environment.
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This partnership plays on the mindsets and desires of both audiences. I think it’s very smart and will surely inspire emotions and therefore purchases. What’s not to like about exposure to a 14 million-strong shopping base that’s a nice tight match with what both brands stand for?
Kudos to Trisha Millane.
That said, I hope that Rue La La does not overdo the exposure like Wayfair.com does on the HGTV show Fixer Upper. Too many of the same ads is just too many! Rue La La will do much better if they focus on curating selections instead of concentrating on free shipping!
Basis sponsorship issue, right? Does brand Rue La La need what brand Dancing with the Stars has?
Seems we are in a moment of transition for flash fashion sites. They no longer enjoy the brand health they had say three years ago. They are faded and are looking to re-energize the brand.
So an online brand is looking to partner with a 21-year-old broadcast TV brand. Is Rue La La in need of older shoppers? Is brand Rue La La lacking attributes “approachable and fun with a little sass”?
If Rue La La needs that audience and those attributes then it’s a good fit, right? Bright future?
Or as we like to say, “retail ain’t for sissies.”
Rue La La has a good concept that may be successful, depending on the draw of the show. It is certainly another opportunity to test the viability of flash sales sites in today’s environment.