direct-to-consumer brands

In New Ads, Zulily Invites Women To Explore More

Zulily has always known how much its shoppers love the thrill of discovery — and the reward of a hefty discount. In new ads, the flash-sale site is pushing those ideas even further, casting space explorers who speak “Alien,” machete-wielding jungle adventurers and hard-working archeologists, unearthing everything from leopard-print mules and foam rollers to the perfect spring bomber jacket.

The spots, created by Interesting Development, include the brand logo the company introduced earlier this year. They are scheduled to air primarily on digital TV, including OTT.

The ads build on the whimsical approach of previous campaigns, based on the understanding that for certain women, finding the right purchase at the right price feels like the ultimate score.



Zulily is owned by Qurate, which also owns HSN and QVC, as well as other D2C retail brands like Garnet Hill and GrandinRoad. In the most recent quarterly results, Qurate says Zulily’s growth continues, with revenues gaining to $551 million in the fourth quarter, up 6% from $520 million in the year-ago period.

But that’s a slower growth rate than the 13% it achieved for full-year results. And while the profit picture is improving, with Zulily’s losses shrinking to $2 million for the fiscal fourth quarter, compared to -$18 million in the year-ago period, the company says those gains were partially offset by higher marketing costs.

Separately, Qurate recently announced that it’s launching QVC3, which will shows content that previously aired on QVC and QVC2, offering another chance to shop exclusive deals and events.

It’s also relaunching Beauty iQ as the company’s first digital-only network. The streaming video experience shows curated beauty content, packaged especially for the network.

Plans call for Beauty iQ to be available on and OTT platforms, including Roku, Amazon Fire and Apple TV, as well as in the QVC apps.

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