Dive Brief:
- Delia’s has released a holiday catalog that includes lifestyle content such as a feature interview and recipes from teen celebrity chef Flynn McGarry.
- The company liquidated in 2014, but was brought out of bankruptcy in August under the new ownership of Fab’s Steve Russo.
- Delia’s relaunched earlier this year as an e-tailer with a monthly print catalog and shoppable Instagram presence.
Dive Insight:
Content is king, no matter where it appears — and relaunched tween/teen retailer Delia’s is doubling down on print with a holiday catalog this year. The catalog will deliver a “’zine” feel this season, with editorial content designed to appeal to its target “Delia’s girl” and build affinity for the brand alongside sales.
The holiday issue features an interview with 16-year-old celebrity chef Flynn McGarry, who runs his own pop-up restaurant in New York City, along with recipes to try at home. Such lifestyle content will help build the brand among teens by appealing to their interests, the company says.
Print helped build Delia’s into a go-to brand for girls in the 1990s. Catalog-driven e-commerce accounted for the majority of Delia’s sales as late as 2005, when the brand was beginning its transition into brick-and-mortar. The company liquidated in 2014 with 101 stores and annual sales of $95 million.
