Flash-sale e-retailer Rue La La goes dancing

March 21, 2016 03:59 PM

A flash-sale retailer is hoping hit ABC show “Dancing with the Stars” will help it waltz—or tango, perhaps—to big sales.

Rue La La, No. 84 in the Internet Retailer 2015 Top 500 Guide, on Monday began offering a selection of men’s and women’s apparel with a “Dancing with the Stars” theme. The online-only apparel retailer’s promotion will run for the next four weeks starting today, with selections changing on Mondays, the day the popular TV show airs. Looks on will center on the theme of each show. The boutique has a countdown clock at the top to show shoppers how long they have to buy that particular week’s look.

The move has the potential to introduce Rue La La, which had Internet Retailer-estimated 2014 online sales of $480 million, to a much larger audience. According to Nielsen, “Dancing with the Stars” was the tenth most popular regularly scheduled prime-time television show in 2015, drawing an average of 14.6 million viewers per week.

"Rue is approachable and fun with a little sass thrown in, and ‘Dancing with the Stars’ has embodied the same spirit for 21 seasons,” a spokeswoman for the e-retailer says.

The tie-in with “Dancing with the Stars” already has boosted Rue La La’s social media reach The show retweeted Rue La La’s tweet announcing the “Dancing with the Stars”-themed apparel to its more than 775,000 followers, garnering Rue La La 12 retweets and 36 “likes” in the first hour the tweet was up. By comparison, Rue La La had generated a total of 25 retweets and 51 “likes” on all of its previous tweets combined over the past week. Rue La La has just over 46,000 followers on its Twitter account. 




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