Swedish payments provider Klarna has appointed former magazine editor-in-chief and brand specialist Kellie Hush to help grow brand awareness with Australian consumers and retailers.
In her role as Klarna content editor, Hush, widely known as the former leader of Harper’s BAZAAR and Grazia, will educate consumers on ways to shop smarter as well as offer regular fashion, beauty and lifestyle tips to survive home isolation.
She will also curate B2B editorial content across Klarna’s owned channels as a retail expert (Hush founded accessories brand The Way) and work with the Australian team on retail industry initiatives to help drive local growth.
Consumer behaviour has shifted people online in droves following government restrictions, which has seen a spike in online sales. Brands like ASOS have reported a 200 per cent lift in tracksuit sales compared to the same time last year as Australians look to update their lockdown loungewear with Australia Post introducing weekend deliveries to manage the increased workload.
Klarna will emphasise helping consumers focus on buying quality items they really love, and investing in initiatives, programs and marketing activities that promote being mindful with money and local retail partners such as gumboots and rainwear designer, Merry People.
Hush commented: “I’m thrilled to be working with the dynamic Klarna Australia team led by Fran Ereira. It’s rare to work on a launch project, especially one of this scale and as exciting as a global company like Klarna. I have always loved speaking directly to consumers and sharing my experience in the media and fashion industry, which I will continue to do as Klarna’s Content Editor. I have seen so much disruption over my career and there is no doubt Australian retail is heading into an even more challenging time. More Australians are shopping online and that will continue after the COVID-19 pandemic. We are also looking for choice, connection and community and I believe that’s what Klarna will provide Australians in the payment space.”
Andrea Darling, head of marketing for ANZ at Klarna, added: “Having Kellie Hush work with the Australian Klarna team is a huge win as we face a new reality for retail. Kellie’s years of experience as a media specialist, retail expert and fashion industry leader will play a pivotal role in helping us build our brand here in Australia. She will lead the creation of highly engaging content for our channels to encourage consumers to make smart and informed spending decisions, assist us on industry programs to support local retailers and educate Australians about the unique benefits of the Klarna app including wishlists, price drop alerts and deals from the best local and international brands.”
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