Zulily takes fresh approach to e-commerce

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Zulily takes fresh approach to e-commerce

By Dan Berthiaume - 02/11/2019
Online specialty retailer Zulily is celebrating its ninth birthday by changing things up.

Zulily, founded in Seattle in 2010, is unveiling a new look and feel of its online customer environment. The e-tailer has redesigned its color palette to focus on two main colors: Discovery Purple, the main brand color, followed by the deeper Empowered Plum for use in support. The purple hues will be accented with Smart White, Rich Black and Daybreak Blue in an effort to stand out on digital channels.

Zuliliy has made purple, a color it has always featured, more vibrant in the redesign with its two main colors. The e-tailer says the enhanced purple expresses innovation, originality, creativity and visionary thinking, while it has selected accent colors that add fun, intrigue, balance and sophistication.

In addition, Zulily's in-house design team has created a new logo that is optimized for mobile shopping. According to Zulily, 72% of all its orders are placed from mobile devices. The new look and feel is intended to help build a longer-term, durable brand visual identity and customer experience that is memorable and encourages habitual shopping. The e-tailer also says it wants to present a “playful, energized, confident and inclusive” brand image.

“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 e-commerce. 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.”

Zulily launches a new online store every day, featuring more than 100 sale events and thousands of name-brand items across categories like women’s apparel, home, plus, kids, beauty & wellness, men’s, and consumables.