Zulily launches new look

15 Feb '19

4 min read

Courtesy: Zulily

Online retailer, Zulily, has come out with a new look – it has unveiled a new logo and colours, marking its ninth birthday. Zulily’s brand refresh is a milestone first for the global Seattle-based ecommerce company. In 2010, Zulily launched with a team of ten employees and three curated sale events, reaching thousands of moms with babies and kids.

Now, nine years later, Zulily launches a new store every day, featuring more than 100 sale events and thousands of name-brand items and new, unique finds for its 6.6 million active customers. Not only has Zulily seen growth in active customers over the past year; vendor growth has also increased, and now Zulily offers more than 15,000 brands providing breadth and depth of merchandise across categories like women’s apparel, home, plus, kids, beauty and wellness, men’s, and consumables.

“Our goal is to better understand our customers and their evolving wants and needs so we can better serve them in our customer experience,” said Naama Bloom, VP of brand marketing at Zulily. “We have always known that Zulily offers a different shopping experience for consumers, especially on mobile, one that is about fun shopping, not transactional ecommerce. Our evolution and brand refresh reinforce our promise to our customer, which is that every day She’ll discover the unexpected at prices She can brag about for herself, her family or her home.”

The new look and feel centres around two main changes. First, Zulily's in-house design team created a new logo that reflects the company's refreshed brand identity. The new logo is optimised for mobile shopping, a core part of the Zulily experience, as 72 per cent of all Zulily orders are placed from mobile devices.

“Our team went into the brand refresh process with the goal of enhancing the equity Zulily has built while building a longer-term durable brand visual identity and customer experience that we hope will drive recall as we become a household name and show more shoppers our mobile experience,” said Bloom. “Zulily’s brand personality has evolved: We want to set a tone and tenor where we are playful, energised, confident – and most of all, inclusive. We have an incredible opportunity in our next phase as a brand to really bring to life Zulily’s core specialty: The thrill of the find, where our customers shop a new store every day that leads to Zulily becoming a part of their daily habit.”

The second update is Zulily’s carefully vetted colour palette, focused on two main colours: Discovery Purple, the main brand colour, followed by the deeper Empowered Plum for use in support. The purple hues will be accented with Smart White, Rich Black and Daybreak Blue for a thoroughly modern approach that pops on digital channels. Purple, which is in the brand’s founding identity, has been made more vibrant in the redesign with its two main colours, in a nod to the company’s complex business model, expressing innovation, originality, creativity and visionary thinking. Accent colours add fun, intrigue, balance and sophistication.

“Since I joined Zulily in 2018, I’ve been proud to work with our 3,500-member team to carry out our central goal: to serve our customers,” said Jeff Yurcisin, president of Zulily. “Our customers are amazing – they are passionate, savvy – and they know they can come to Zulily to experience a phenomenal level of storytelling. By evolving how we present our brand to our current and future shoppers, we hope to show more people what Zulily is all about: We create a new store every day, provide an engaging shopping experience and offer household names, boutique brands and brand-new brands – all at brag-worthy prices.”

Zulily’s announcement of its brand refresh comes on the heels of another historic first: its January announcement that Zulily will be the official jersey partner of both Seattle Sounders FC and Reign FC, Western Washington’s two professional soccer teams unified under one banner, to help drive brand awareness. The new logo will debut on both teams’ jerseys and feature in other parts of both teams’ match-day fan experiences. (SV)

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