![]() The pandemic has led to a rise in interest in video commerce and livestreaming, with retail giants like Walmart and Macy’s even launching their own live shopping events. For example, in one episode, Agrawal explained how customers can connect with Silk + Sonder users and gain access to Sonder Socials, which are special events and classes led by the company’s trained facilitators. ![]() The format allows Agrawal to share more of her background, the brand’s story and the community behind the brand Sonder Club. The episodes themselves follow QVC’s The Total Experience format rather than a direct selling approach and are up to about three minutes long. So far, she said she has been receiving inbound emails from viewers expressing their excitement about Silk + Sonder’s release on QVC. Agrawal declined to share specific financial figures on the results it has seen so far because the episodes have just recently been released. The company timed a January release of the episode because this is when people typically set new year’s resolutions. On QVC, shoppers can buy a set of three journals and Silk + Sonder’s life workbook, which are also available on the brand’s website, without a subscription required. The brand also offers self-care planners and journals for kids that people can purchase without a subscription. The company said it expects this number to grow as people redeem their in-app access from QVC. “Today we’re predominantly for a female audience, but as you can imagine, Silk + Sonder wants to take over the entire household.” She added that ideally, by being on QVC, the company would be able to gain more lifetime customers.Īlready, the company has seen a 20% increase in app downloads since the QVC episodes aired. “The kind of path towards becoming a global household name is made possible by the viewership on QVC, obviously, so I think there’s a huge brand awareness component,” Agrawal said. Members are sent Agrawal said it has grown 40 times since its launch and said its 2022 revenue “is in the millions.” It has also garnered $4 million in funding to date. Apart from QVC, the company also sells some of its products on online wholesale marketplace Faire.įounded in 2019 by a former software engineer and product manager, Silk + Sonder has predominantly existed as a DTC company offering a core subscription worth $189 for annual members, $59.85 for quarterly members and $24.95 for monthly members. For Silk + Sonder, its entry to QVC signals its goal of becoming an omnichannel brand. QVC and HSN reach over 200 million homes worldwide. QVC can be an effective platform for many online brands to demonstrate their products’ qualities and capabilities. Silk + Sonder joins a number of DTC brands that’ve begun selling products on QVC in recent years, including deodorant brand Curie, fashion brand Spanx and apparel brand Naadam.
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