From Cute and Charming to Bestsellers: The Sales Secret of Jellycat's Unique Marketing Strategy

Ruoyu Gao, Ziyu Wang, Jinghan Wu

2025

Abstract

This article primarily investigates the impact of emotional marketing within Jellycat's unique marketing strategies on the sales 0of Jellycat products. Firstly, it delineates the target audience and brand image of the company, providing readers with a general understanding of the brand. Secondly, This study analyzes the specific mechanisms of Jellycat's emotional marketing strategy, which primarily include providing consumers with companionship value and a sense of ritual experience.Furthermore, The research uncovers the competitive advantages brought about by such a marketing strategy. Adopting an emotional marketing approach is conducive to enhancing consumer brand loyalty and increasing the likelihood of impulsive purchases, thereby achieving the goal of boosting sales.Finally, The article identifies the challenges currently faced by Jellycat and provide potential solutions.However, the current research has some limitations, as we have not introduced a sufficient number of cases to demonstrate the impact of the specific mechanisms of emotional marketing on consumer purchasing decisions. This article can provide strategic advice for other plush toy-related companies.

Paper Citation

in Harvard Style

Gao R., Wang Z. and Wu J. (2025). From Cute and Charming to Bestsellers: The Sales Secret of Jellycat's Unique Marketing Strategy. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 187-192. DOI: 10.5220/0013841400004719

in Bibtex Style

@conference{iceml25,
author={Ruoyu Gao and Ziyu Wang and Jinghan Wu},
title={From Cute and Charming to Bestsellers: The Sales Secret of Jellycat's Unique Marketing Strategy},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={187-192},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013841400004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - From Cute and Charming to Bestsellers: The Sales Secret of Jellycat's Unique Marketing Strategy
SN - 978-989-758-775-7
AU - Gao R.
AU - Wang Z.
AU - Wu J.
PY - 2025
SP - 187
EP - 192
DO - 10.5220/0013841400004719
PB - SciTePress