Unlikely pairing: Rue La La and coffee giant

Rue La La members are getting a new “perk” for their loyalty.



The online fashion retailer is partnering with Dunkin' Donuts in a new mobile marketing program. In a move to bolster the coffee giant’s DD Perks loyalty rewards program, models in Rue La La’s custom-branded, shoppable boutique, "Girl on the Go: Fall Style,” will be touting Dunkin’ Donuts beverages as accessories to their fall looks.



Rue La La members who enroll in DD Perks using a dedicated code will receive 30 days of complimentary shipping. Existing DD Perks members are also eligible for the promotion.



Customers can access the boutique via the Rue La La mobile app, and it will run through September 21. The free shipping promotion is valid through Oct. 30, according to Rue La La.



"We are excited to be the first coffee retailer to partner with Rue La La in this way, creating a special 'On-The-Go Girl' boutique that features fashion-forward fall essentials, workout basics and business attire, while rewarding all of our loyal DD Perks members with complimentary Rue La La shipping,” said Nick Dunham, director of media, Dunkin' Donuts U.S.



This is not the first marketing partnership that Rue La La has pursued. In a move to bolster its beauty category, in June, the online apparel retailer teamed up with Conde Nast's Allure magazine to create a series of exclusive beauty boxes filled with products hand-selected by Allure's beauty experts and Rue La La's beauty buyers.