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Rue La La aligns with oldest digital platform of all


Specialty online fashion retailer Rue La La is launching a series of themed online boutiques that tie in with the original digital consumer engagement channel – TV.

Rue La La is entering an exclusive partnership with ABC's hit show "Dancing with the Stars” by offering themed online shopping experiences. The first boutique, live at 3 p.m. ET on Monday, March 21, aligns with the premiere of "Dancing with the Stars" and is merchandised for a night of dancing for both men and women.

From there, three additional boutiques will launch in tandem with the show on March 28 and April 4 and 11, highlighting each episode’s theme of the night.

In addition, exclusive content will be featured on Rue Now, the retailer's newly launched fashion feed, and will include a special interview with "Dancing with the Stars" head costume designers Steven Lee and Daniela Gschwendtner. Rue La La is also running a special sweepstakes with a grand prize of two tickets to the “Dancing with the Stars” finale through March 30.

"Rue is approachable and fun with a little sass thrown in and Dancing with the Stars has embodied the same spirit for 21 seasons,” said Trisha Spillane, public relations and brand communications director, Rue La La. “For season 22, we can't wait to team up and share the stage. This is a very natural partnership for us."

Retailers are realizing they need to engage consumers in every step of the path to purchase, starting with initial product discovery. In addition, the more a retailer can become a trusted partner in a consumer’s life, the more loyalty (and ultimately sales) they will develop.

Rue La La recently increased its efforts to touch consumers at the beginning of the discovery cycle with its Rue Now content site. The retailer is now branching into one of the major sources of ideas and inspiration for consumer fashion choices – TV.

TV shows have long had a significant influence on what consumers buy, and retailers have responded with promotional efforts such as “shoppable episodes.” Rue La La’s themed, limited–time online boutiques are another example of how a consumer-facing technology that has been around since the 1920s is still highly relevant in guiding the shopper’s path to your purchases.

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