![]() In November 2015 Condé Nast announced that the magazine would cease publication with the issue of December 2015/January 2016. Though primarily a magazine devoted to fashion and lifestyle, Details also featured reports on relevant social and political issues. Its shares, which were offered for $10 each in June 2017, are now trading at 79 cents apiece.Details was an American monthly men's magazine that was published by Condé Nast, founded in 1982 by Annie Flanders. ![]() The company already announced cuts of about 4 percent of its total workforce. In October, Blue Apron said it remained deliberate in its marketing spend, which fell to $23.3 million, or 15.4 percent of revenue, in the third quarter, from $34.2 million, or 16.3 percent of revenue, a year earlier. For example, it is adding meals inspired by the WW Freestyle program starting Dec. Now, it's up to Blue Apron and Swift to show that Blue Apron has "a fundamentally different product," he said.īlue Apron wants to emphasize that it isn't a one-size-fits-all kit brand. "We have a category that's exceptionally competitive," said Noti. The Berlin-based leader reported its third-quarter U.S. customers in the third quarter, up from 790,000 a year earlier, with 3.42 million orders placed, up from 2.64 million a year earlier. Meanwhile, HelloFresh said it had 1.05 million active U.S. Third-quarter revenue fell 28 percent to $150.6 million. The number of total orders placed fell to 2.65 million from 3.61 million a year earlier. Blue Apron had 646,000 customers in the third quarter, down from 856,000 a year earlier. It's not just that people are ordering Blue Apron a little less often, there are also fewer people ordering Blue Apron at all. In the third quarter, average spending per customer was $233, down from $245 a year earlier. The announcement comes as Blue Apron reports weak results. Then Noti and Swift CEO and co-founder Liz Valentine met for coffee in July, both parties said. New York-based Blue Apron and Portland, Oregon-based Swift began speaking over the phone about social ideas earlier this year. The now-official agency relationship has been brewing for months. "They all agree that cooking, the process of cooking, is important," said Howard. Brooke-Lynn Howard, Swift's head of strategy, said Blue Apron needs to appeal to those who already love cooking and those who would be proud just to cook a meal or two a week. Still, it's trying to reach a broad swath. The brand wants to attract "higher-quality customers," as Noti puts it. Blue Apron continues to work with media agency Blackwood Seven. The company, which has used TV spots, discount-packed mailers, social and other approaches in the past, is still figuring out the best mix of media but isn't seeking breadth anymore "for breadth's sake," said Noti. It also aims to be more targeted with its approach, including using data better and emphasizing social, said Yaran Noti, Blue Apron's head of content. But Blue Apron now wants to emphasize how it can fit into people's lives. Droga5 declined to comment.ĭroga5's ads aimed to distinguish Blue Apron from the competition and then leaned on the emotions of various cooks. ![]() A campaign from Swift is set to debut in late December. Blue Apron's customer count fell in 2017, and so far this year the decline has persisted.īlue Apron had worked with Droga5 starting in 2016, but that agency's last new campaign for the meal-kit company debuted in January. The hire comes as Blue Apron struggles to thrive in the meal-kit space, which is packed with major competitors such as market leader Hello Fresh and smaller online rivals, in addition to stores and restaurants offering their own versions of prep-at-home dinners. Blue Apron, which could really use a boost, hired Swift as its new creative agency of record.
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